I recently had the opportunity to speak with branding expert Colleen Fahey, US Managing Director of Sixieme Son, the audio branding agency, about the topic of mascots. Colleen has extensive experience developing characters for brands, including audio-branding identities, while working with a range of organizations from Nestle to Target. While many of the reasons for using brand mascots are well known (e.g., cost, don’t age, stay on message), Colleen shared five reasons why brand mascots can be particularly relevant for brands that have a dual target, specifically Mom and her child: