When a brand really is your friend

Over the past few years the use of corporate mascots had waned as agencies were trying to roll out more sophisticated campaigns, but it seems Facebook and other social media are changing that. With the ability to friend or follow these mascots on social media comes a newly dynamic relationship between the consumer and the brand, and it seems to be translating into increased sales for at least some companies such as Progressive with its “Flo” character.

This is a really fascinating article on the topic.  And here is an interview with the writer.