Brand Mascots That Stand the Test of Time Brand mascots can make a surprisingly deep cultural impression. Some, such as GEICO’s famous talking gecko, have become almost universally recognizable. Others, such as the M&M spokescandies, evoke a backlash that banishes them to oblivion. Those with warmth and personality tend to last because they spark pleasant emotions, according to a survey of 1,630 people by Crestline Promotions. nothing to dislike, is one reason he has served as the Quaker brand image for over a century. Most people say the Quaker Man was adopted because of the denomination’s values of integrity, honesty, purity, and strength. Today, he endures as a slimmed-down version of his former portly self, with a more genial smile.
Other mascots have been sidelined after colliding head-on with cultural trends. Ronald McDonald debuted in national TV ads in 1965, and Generation X grew up with him. By 2016, however, Ronald was under fire for persuading small children to eat unhealthy food. After reports of creepy clown sightings further darkened his image, McDonald’s benched him. Today, Ronald is mainly confined to promoting Ronald McDonald House Charities, the nonprofit that provides housing for families with seriously ill children. Other once-popular mascots have ended up on the ash heap. Aunt Jemima, the figure who adorned millions of boxes of pancake mix, was abandoned as a caricature from the era of slavery. The same fate befell Uncle Ben of Uncle Ben’s Rice. The company tried to salvage Uncle Ben by promoting him to chairman of the board, but they eventually deemed his image beyond repair.
The most enduring brand mascots, such as the iconic Betty Crocker, manage to evolve with the cultural zeitgeist. The mythical homemaker was invented in 1921 by the predecessor company to General Mills. In the Flapper Era, she became a radio personality, then evolved into a World War II-era heroine creating recipes for homemakers beset by food rationing. From the 1950s through the 1990s, she morphed from a friendly, curly-coiffed homemaker to a stylish Jackie Kennedy lookalike and then to an increasingly confident career woman. The 2022 publication of the 13th edition of Betty Crocker’s famous cookbook attests to her astonishing longevity.
Another enduring mascot, the Quaker Oats Man, originated in 1877. His pleasant visage, which leaves
A FUNNY STORY ABOUT SLEEP & TRUCKS & CONVENIENCE STORES
Here is a story that will make you think and laugh at the same time.
business and how he was so glad to be out of business, especially the trucking business. He said several years before he and I got together and began the process of selling his business, he had a truck driver who had a heart attack while driving his fuel truck, and he had a wreck. Fortunately, nobody but the driver was hurt, but the accident created a terrible situation for my friend, which included the clean-up process of fuel being spilled on the highway, the damage to his truck, and the time and aggravation he had experienced dealing with the insurance company. He said he never really got over this past accident, even though everything had been taken care of and settled by the time I arrived and began work on the process of selling the convenience stores, trucking, and wholesale fuel business. He said prior to working with me, he had purchased one of the Sleep Number mattresses you see advertised on television. You know, the ones that say they have technology inside the mattress, and it does a study on how you sleep and keeps track of this data for you so you can tell if you are getting a good night’s sleep or not. He said for the longest time, his number for sleep had been
in the low 50s, which is not considered a good night’s sleep. But then, shortly after he sold the business, his sleep number increased to 82 and has remained in the mid-80s, thereby showing he is getting a good night’s sleep. I couldn’t stop laughing because I have always told my clients how much better they would feel after they sold their businesses because they wouldn’t have to deal with the stress of the employees and issues that go along with running a business. Now, I had scientific proof! What a hoot. My client said he was shocked, too, and swore by what he told me. I share this story with you not to sell mattresses but to help make you think about what is keeping you up at night. It is possible I may be all wrong about the stress of the business, and instead, all you need is a new mattress. But what if I am right and it is the business? Maybe you should start with one of those Sleep Number mattresses as my friend did and check your sleep, and if you are tracking in the low 50s, then it may be time to give me a call.
I am very fortunate to work with some of the greatest people in the world, which is why I keep doing what I am doing. When you work with somebody for several years on helping them to prepare and eventually exit the business they have owned for many years, you get to know a lot about the person and create a lasting relationship. Because of the time we spend together, my clients and I become good friends and learn to trust each other and generally have the same interests. I have some clients who have been friends of mine for over 20 years due to our working together, and we still stay in touch with each other. While I was traveling a couple of months ago, I called one of my past clients and told him I was in the area and asked if he had some time to get together. He said yes because, since he had gotten out of the convenience store, trucking, and wholesale fuel business, he had plenty of time and to stop by his office.
–Terry Monroe
Of course, when we got together, we began talking about the details of the sale of his
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