The internet has changed the game for businesses in recent years. Customer-facing firms now face the challenge of increased customer expectation, but at the same time they have access to better tools to wow and delight their customers.
When you think of a global brand you might picture a logo or remember a slogan or song. You've probably readily identified a company within a few seconds of hearing a commercial theme music playing because of repetition in their advertising.
A core idea of branding is to make a company memorable and while music and imagery is used successfully by many big brands, some of the biggest consumer brands use a mascot to deliver an enhanced personal experience.