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WHO WE ARE


Character Glue specializes in creating sticky characters and building sticky brands.

In the past, there were advertising agencies that knew the media landscape and how to execute against it. And separately, there were animation companies that knew how to develop emotional and engaging characters for film. We bring those worlds together. As far as we know, we’re the first agency focused entirely on creating characters, based on strategic brand thinking and with the ability to deploy them across every media touchpoint. 

Why focus on characters? They’re neurologically “sticky.” They command attention in the Age of Distraction. They create cohesion across channels. And most important, they bring brands to life by giving them a personality – and a voice.

 

what we do


 

our two part-process:

Phase 1 – Crafting the Character

Consumer insights, category insights and brand insights directly inform the creation of all our characters. It’s these elements that form the three-dimensional qualities of our characters.

Our characters are often designed in-house. However, we also reach out to designers at major movie studios, production houses and animation companies, who offer multiple styles and techniques to help us personify the brand.

Then by strategically linking the ideal personality and design to the brand itself, our characters come to life.

Phase 2 – ADDING the Glue

Like any of your kids, you’ll want to raise your character correctly, making it into a strong and confident part of society. So, together we’ll determine a plan to best grow your character and subsequently your brand.

We’ll look at your goals, objectives, target audience and media budgets to develop a brand strategy, scope of work and communication plan. 

Our 25 years of experience really shines in this phase, as we implement the character across all media, making strong, strategic connections and long-term bonds with your customers.

 
 
 
 

WHY CHARACTERS?

 
 
 
 
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The top 10 reasons we believe characters are the strongest weapon in the Age of Distraction.


  1. Characters demand attention.

    It’s an evolution thing. Science tells us the human eye is drawn to faces and creatures.

  2. Characters are sticky and hard to forget.

    Again – it’s science. The brain encodes meaning to people and characters. Need proof? Think of a specific brand category and see if a character pops into your mind.

  3. Characters bring cohesion across all media.

    Per Fortune magazine, the average person is exposed to 4,000 to 10,000 marketing messages per day. Increasing consistency in the media messages adds to memorability.

  4. Characters build relationships with consumers.

    Since characters have personalities, people connect with them empathetically. Ask us about mirror neurons – it’s fascinating stuff!

  5. Characters are ownable.

    A character is inextricably linked to your brand and helps to define a unique position in the overcrowded and disposable media landscape.

  6. Characters work naturally in social media.

    Brands often struggle to find a voice on platforms designed around consumer conversations. Characters have their own voice, so what they say adds to the dialogue.

  7. Characters go wherever a person goes.

    As our close-cousins, characters can do whatever humans can – and often in a more fabulous fashion.

  8. Characters work harder than celebrities.

    And they’re more instantly recognizable. – Adweek. Plus, they don’t tweet opinions that conflict with the Brand ethos, grow huge egos or get pulled over for a DUI.

  9. Characters can also become a cash-cow.

    Some brands (like Serta, M&Ms, and others) pay for their media costs from their merchandising profits.

  10. Characters make brands look big.

    They add an inherent cache, making the brand feel like an established, major player in the market.

 

GIVE US A CALL. WE’D LOVE TO HAVE THE OPPORTUNITY TO SHARE WHAT WE’VE LEARNED ABOUT CHARACTERS AND HOW WE’RE…

CREATING STICKY CHARACTERS. BUILDING STICKY BRANDS.

312•513•2411

or email us at info@characterglue.com