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Your Message in a Mascot Take these 3 quick tips to dress up your company's image.

By Gwen Moran Edited by Frances Dodds

Opinions expressed by BIZ Experiences contributors are their own.

Since Stuart Montaldo, founder of DoubleStar LLC, which does business as Cogno Products, started using a space creature to promote the company's board games, Cogno the alien has become the recognizable "face" of the company.

Mascots can be a great shorthand for what your company is, says Florence Quinn, founder of PR agency Quinn & Co., as long as you have:

  • A Message: "Your mascot should make the culture of your company easy to understand just by looking at it," says Quinn. Cogno represents the brainy, sci-fi feel of the games.
  • Continuity: "Use the mascot over and over so customers see it and immediately know that's your company," she says.
  • A Visual: The mascot has to make an interesting visual--like Montaldo's life-size inflatable Cogno.
Gwen Moran

Writer and Author, Specializing in Business and Finance

GWEN MORAN is a freelance writer and co-author of The Complete Idiot's Guide to Business Plans (Alpha, 2010).

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