A new marketing book “Brand Mascots and Other Marketing Animals", edited by Stephen Brown and Sharon Ponsonby-McCabe, both professors at University of Ulster, Northern Ireland, has been published by Routledge. The good news for me is that a whole chapter of this book is dedicated to the evolution of SCHMOOZY FOX's brand. I co-wrote this chapter in partnership with Dr. Adriana Campelo, a marketing lecturer at Cardiff Business School. The book is dedicated to an interesting strategy of using brand mascots to build a brand. Other brand mascots described in the book are Hello Kitty, Angry Birds, Mickey Mouse, and others.
Routledge is a global publisher of quality academic books, journals and online reference.
The press release with more details can be found here.
You can also read my past articles about brand mascots here: