You know them. Those big furry characters amping the crowd up at the football game, or the animal from your favorite TV commercial and brand. One might think they don't belong in the corporate world. One might be a little bit misguided.... ;)
When a leading Australian engineering and environmental consulting firm, underwent a transition in their ERP system, the loss of their beloved internal systems' loading page chimp left a void in the company's culture. Often wearing an array of costumes, the chimp had become an iconic figure, greeting employees and adding a touch of fun to mundane tasks like timesheets and managing project financials. The new ERP was part of many big transformative changes within the company and staff were beginning to show signs of disconnect with the brand they once loved. Culture and the connection to the corporate values were slowly dropping, and unease of the new direction was setting in. I set on a mission to develop a new mascot that could continue fostering a sense of camaraderie, reflect the company's values and help communicate the new changes.
Solution: Ampy, the Adaptable Mascot
In response to this challenge, Ampy was introduced—a versatile mascot based on the ampersand in the company name. Ampy was designed to embody the ideal employee, with no gender, political, or religious affiliations, ensuring accessibility for all staff. Each colored variation of Ampy represented the company's corporate colors, reinforcing its integration into the brand identity.
Implementation
Ampy was presented to the CEO and board and quickly became central to the firm's communication strategy, appearing in various roles and scenarios. From sustainability initiatives to parental leave policy announcements and HR updates, Ampy was a visual representation of corporate values in action. Ampy’s presence extended beyond traditional channels, serving as the face of change management campaigns, IT systems rollouts, project management training sessions, HR processes, and even as a Microsoft Teams chatbot.
Concept Development and Execution
Creating Ampy involved extensive research on the use of mascots in professional organizations. Drawing from communication theories and practices, Ampy was developed to be simple yet expressive, with over 50 facial expressions and gestures based on human emotions. A personality style guide ensured consistent usage across all communication channels, emphasizing Ampy's supportive and guiding role.
Outcome
Ampy's introduction transformed the firm's corporate culture, serving as a positive role model for staff behavior and communication. Its versatile nature allowed it to adapt to various contexts, effectively communicating change, guiding employees toward policies and procedures, and providing gentle reminders to complete project-related tasks. Ampy fostered a sense of unity and belonging among employees, reinforcing the company's values and culture.
The Power of Corporate Mascots
Corporate mascots, like Ampy, can change company culture by building emotional connections, boosting employee engagement, enhancing brand personality, strengthening company identity, and promoting fun and creativity. According to a study published in the Journal of Business Research, emotional attachment to a brand is a significant predictor of brand loyalty and positive word-of-mouth behavior (Thomson, MacInnis, & Park, 2005). By creating a lovable mascot that employees can relate to and identify with, companies can foster a sense of belonging and pride among their workforces.
Research by Gallup consistently shows that engaged employees are more productive, loyal, and committed to their organizations (Gallup, n.d.). Incorporating a mascot into company events, communications, and initiatives can create memorable experiences that keep employees enthusiastic and invested in their work. A well-designed corporate mascot can personify a company's brand personality and values, making them more tangible and relatable to employees. The Mascot Company highlights the importance of aligning a mascot's characteristics with the core attributes of the brand (The Mascot Company, n.d.).
Corporate mascots also serve as powerful symbols of company identity and unity. A study published in the Journal of Marketing Communications found that strong brand symbols can create a sense of community among employees and foster a shared sense of purpose (Eisend, 2008). By rallying around a beloved mascot, employees can feel connected to each other and to the broader mission and values of the company. Additionally, mascots can inject a sense of fun and creativity into the workplace, leading to higher job satisfaction and reduced turnover (Michel & Hargadon, 2008).
Conclusion
By leveraging mascot innovation and communication theories, the firm successfully filled the void left by the departure of their ERP chimp with Ampy. As a positive and adaptable mascot, Ampy became more than just a symbol—it became a guiding force, helping to shape behavior, communicate change, and strengthen corporate culture. Corporate mascots like Ampy build emotional connections, boost engagement, enhance brand personality, strengthen company identity, and promote fun and creativity in the workplace, transforming company culture and driving organizational success.
References:
Eisend, M. (2008). Explaining the Impact of Branding Synergy: A Theoretical Framework for Understanding Synergistic Branding. Journal of Marketing Communications, 14(6), 407–424.
Gallup. (n.d.). Employee Engagement. Retrieved from Gallup
Michel, J. W., & Hargadon, A. B. (2008). Innovating Mindfully with Purpose: A Framework of Innovation and Growth in Corporate Mascots. Journal of Occupational and Organizational Psychology, 81(2), 211–224.
Thomson, M., MacInnis, D. J., & Park, C. W. (2005). The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands. Journal of Consumer Psychology, 15(1), 77–91.
The Mascot Company. (n.d.). The Power of Mascots: How a Brand Mascot Can Strengthen Your Brand Identity. Retrieved from The Mascot Company
Comments