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The Potential and Peril of Giving a Brand a Human Face

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Source: nytimes.com // Author: Joanne Kaufman

Even for those who barely watch TV, the Progressive character Flo still rings a bell. Flo is the face of Progressive and their insurance company. Sometimes putting such heavy weight on these characters can create tension within the company though. The character becomes the center of all marketing and media, therefore, limiting what the company could potentially put out there.  After reading the article, what are your thoughts and opinions on companies that create characters for their marketing campaigns?

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