Without question, brand characters already belong to one of the older inventions of marketing. Once established, they can still attract attention and ensure high brand recognition. While brand figures still make their appearance in TV commercials today, they are used only tentatively in digital communication, by contrast.

However, social media in particular offer unimagined opportunities for brand characters. What potential lies dormant in their use in digital and social media and why brand figures are still relevant today is explained by agency spokesman Dr. Günter Lewald in his guest article at HORIZONT Online.