Marketing Currents - Business and Marketing Current Events

SG Red Cross mascot thrust into branding limelight after adorable revamp

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The Singapore Red Cross has recently given its blood donation mascot, Blood Buddy (BB), a makeover. With a more modern and adorable image, BB aims to reach and appeal to a younger generation of blood donors. The rebranding comes off the back of the growing need to engage and advocate blood donation among today’s youth with a consistent brand voice, Red Cross said.

Click here to read the story at marketing-interactive.com.

Discussion Questions:

  1. What is branding?
  2. Why is branding an important marketing strategy?
  3. How might a mascot impact a company’s brand?
  4. What is rebranding?
  5. Why do you think Red Cross Singapore introduced a new mascot?
  6. What do you think of the new mascot?
  7. What message do you think Red Cross Singapore hopes to communicate with this branding effort?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.

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