+23% / +22%
StatTrends
Branded characters raise the odds of very large share gain by a quarter
Campaigns featuring branded characters ('fluent devices') are 23% more likely to generate very large share gain and 22% more likely to generate very large profit gain than the average campaign. The report pairs this with a revival of brand mascots as durable, ownable creator alternatives.
Source
VML, The Future 100: 2026 (2026)
VML Intelligence (Emma Chiu, Marie Stafford)
System1 · via The Future 100: 2026, s. 115
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