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Why mascots are the next branding opportunity for sports teams Sport Business Mascots aren’t just tacky costumes anymore, they’re the next frontier in the world of sport branding, writes Mike Perry. Surveying today’s sports brand landscape, one striking fact stands out. Teams aren’t just competing on the pitch anymore, they’re competing for hearts, thumb-scrolls and wardrobe space. For younger fans the experience of fandom is increasingly about [...]
90 years of Penguin Books: The origin myth that may not be true Life&Style The penguin, the myth, the legend. As the publisher celebrates 90 years, Anna Moloney takes a look at the company that revolutionised reading (sort of).
What makes a great corporate mascot? As Duolingo retires then resurrects its owl, it’s clear that mascots are serious business, says Charlie Skinner First Duolingo retired its owl, then it brought it back from the dead. Publicity stunt? Well yes. And arguably quite an effective one. What’s for certain, though, is that brand mascots mean serious business. Used for millennia by [...]