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Memory & Recall
Entry #0820
The reason a mascot outlasts every campaign it appeared in
A mascot outlasts campaigns because a character’s face activates the fusiform face area, storing the brand in social memory where decay is slower than for slogans.
Master
The hidden part
#0820
Campaigns are semantic — they live in the part of memory that forgets. Mascots are social — they live in the part of memory that was built to remember faces for a lifetime.