Mascots in branding: How Japan can inspire Switzerland

The cultural significance of mascots

In Japan, mascots are deeply rooted in the culture. They are considered lucky charms and are often the face of a region or a company. This tradition has evolved over the years and is now a unique marketing phenomenon.

‍Festivalsand events are full of these lovable characters, and people love interacting with them and integrating them into their everyday lives.

An inflatable advertising figure in Osaka.

Mascots in branding

Japanese companies have perfected the art of mascots. Whether large corporations or small local businesses, these characters are memorable and easily recognizable. They create a personal connection with customers and give the brand a likeable touch.

Well-known examples include Kumamon, the bear mascot of Kumamoto Prefecture, and Domo-kun, the mascot of NHK, Japan's national broadcaster. These characters can be seen everywhere - in advertisements, merchandise and social media campaigns - creating a consistent and appealing brand image.

A rare sight in Switzerland: a mascot in action in Bern.

How Swiss companies can use mascots

Swiss companies can learn a thing or two from Japan's successful use of mascots. With mascots that reflect Swiss culture and values, they can create a unique identity that resonates well with the public.

These characters can be used in marketing campaigns, social media and customer interactions to build a strong and memorable brand presence.

The famous Anpanman in front of his own museum in Yokohama.

Create a mascot

The path to the perfect mascot begins with an understanding of the brand's core message and values. The mascot should embody these elements in a charming and understandable way.

For example, a Swiss chocolate company could develop a mascot that represents the quality and tradition of Swiss chocolate making. Working with talented designers and artists helps to create a character that is unique and appealing.

Maskottchen "Magorokun" in Nara

Quelle: Roman Kasinski

Use of the mascot

Once the mascot is ready, it can be used in many ways. It can appear in advertisements, promotional materials and social media posts. At events and public appearances, the mascot can interact with customers and provide an unforgettable experience. Merchandising with the mascot is also a great way to increase brand awareness and loyalty.

Werbung für ein Haarfärbemittel

Quelle: Roman Kasinski

Potential challenges and differences

Auch wenn Maskottchen in Schweizer Unternehmen viele Vorteile bringen könnten, gibt es einige Herausforderungen. Ein grosser Unterschied zwischen Japan und der Schweiz sind die kulturellen Vorlieben. Während die Japaner niedliche und skurrile Charaktere lieben, bevorzugen Schweizer möglicherweise Maskottchen, die Raffinesse, Qualität und Tradition ausstrahlen.

In der Schweiz schätzen die Menschen möglicherweise Maskottchen, die dem Schweizer Ruf für Präzision und Exzellenz entsprechen. Daher sollten Schweizer Unternehmen Maskottchen entwerfen, die diese Werte widerspiegeln und gleichzeitig ansprechend und zugänglich sind.

In addition, Swiss consumers may have different expectations in terms of brand communication. Transparency, authenticity and a strong connection to local heritage are important factors. Swiss mascots should be designed to embody these aspects and possibly incorporate historical or regional symbols that resonate with the local population.

Conclusion

Die Implementierung von Maskottchen in Schweizer Unternehmen erfordert einen durchdachten Ansatz, der kulturelle Unterschiede und Konsumentenpräferenzen berücksichtigt. Auch wenn das Konzept sehr effektiv sein kann, muss es an den Schweizer Kontext angepasst werden, wobei die Qualitäten betont werden, die das lokale Publikum schätzt. So können Schweizer Unternehmen Maskottchen schaffen, die ihre Markenbildung verbessern und eine tiefere Verbindung zu ihren Kunden aufbauen.

If you are interested in developing a mascot for your organization, Namo as a full-service creative agency is the perfect partner to make it happen.