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 the military and church, their (relatively recent) deployment by brands has shown what a powerful brand asset they can be.

From Tony the Tiger to Compare the Market’s famous meerkat, the greatest mascots transcend advertising to become cultural icons. They build brand loyalty that lasts generations. And their success often lies in their ability to evolve with the times.

Great mascots don’t just appear – they’re created and curated........

© City A.M.