Introduction

Aleksandr Orlov, the anthropomorphic brand mascot of Compare the Market, has gained immense popularity and recognition in the realm of advertising. Created by Anthony Patterson in 2013, Orlov is unlike traditional brand mascots like Tony the Tiger, the Green Giant, or the Michelin Man, as he transcends the brand itself and proves to be one of the “most influential people who never lived.” This essay will discuss how and why, according to Patterson (2013), Aleksandr Orlov stands out among other brand mascots, drawing on relevant brand theories, examples, and academic references.

Anthropomorphism and Literary Characters

According to Patterson (2013), Orlov’s success ultimately lies in anthropomorphism, the attribution of human characteristics to non-human entities or things. Anthropomorphism allows the audience to relate to and empathize with the character, thereby creating an emotional bond with the brand. Traditional brand mascots, such as Tony the Tiger or the Green Giant, may possess human-like characteristics but lack psychological depth (McLeod, 2010). These traditional mascots are static, unchanging embodiments of their respective brands, and their narrative rarely extends beyond the confines of their brand’s marketing (Patterson, 2013).

In contrast, Orlov is presented as a literary character with his rich backstory, distinct personality traits, and a continuous narrative that develops over time (Patterson, 2013). Orlov, a meerkat, finds himself frustrated with consumers mistaking his website, Compare the Meerkat, for the insurance comparison site, Compare the Market. He embarks on a journey to clarify the confusion and inadvertently becomes the charming mascot for the company (Patterson, 2013). Orlov’s narrative progression, reminiscent of literary characters, enables consumers to become emotionally invested in his story, thus transforming him into an influential figure that transcends the brand itself (Patterson, 2013).

Role of Emotions and Loyalty

Emotions play a significant role in the success of brand mascots like Orlov (Batra, Lehmann & Singh, 1993). Mascots that evoke nostalgia, humor, or compassion can build strong emotional connections with consumers, fostering long-term loyalty and creating a powerful brand image (Desai, 2009). Unlike traditional brand mascots, Orlov’s persona induces a range of emotions, from humor to pride, echoing Shakespeare’s “melancholy” characters, such as Hamlet or King Lear (Patterson, 2013). Coupled with his comical Russian accent, Orlov appeals to a broad audience and fosters genuine emotional connections.

These emotional connections breed loyalty, strengthening the consumer-brand relationship that lies at the heart of marketing (Chaudhuri & Holbrook, 2001). As Evans et al. (2008) argue, loyal consumers are more likely to recommend a brand to others, purchase more, and are less readily swayed by competitor offerings. By distinguishing itself from competitors through Orlov’s distinct persona, Compare the Market built an emotional relationship with consumers that subsequently resulted in increased customer retention and market share.

Impact on Social Media and Pop Culture

In the digital era, social media significantly influences the success and reach of brand mascots (Smith, 2012). Orlov exemplifies the power of social media as his antics and narrative are shared and discussed on platforms like Facebook and Twitter, as well as a dedicated website where fans can learn about his backstory, family, and daily life (Snyder, 2012). In addition, Orlov’s witty Twitter account, boasting over 60,000 followers, amplifies his influence on consumers (Twitter, n.d.). This digital presence culminates in a pop culture phenomenon that supersedes the brand’s marketing initiatives and promotes audience engagement (Patterson, 2013).

Moreover, Orlov’s merchandise, such as plush toys and books, demonstrates his impact on popular culture (Curtis, 2016). This merchandise serves as an extension of the brand, continually associating Orlov – and Compare the Market – with consumers’ lives even outside the realm of marketing (Ann, 2011). This demonstrates how Orlov’s influence transcends traditional marketing channels and permeates the realm of popular culture, distinguishing him from regular brand mascots (Patterson, 2013).

Conclusion

Aleksandr Orlov, the Compare the Market brand mascot, has garnered exceptional recognition and admiration for his unique place in the brand mascot sphere. Unlike traditional mascots, Orlov is a literary character with a rich history, an enduring narrative, and the ability to evoke a range of emotions. The power of his anthropomorphism, coupled with the role of emotions and loyalty, and his impact on social media and popular culture, ultimately contribute to Orlov transcending the brand itself and becoming one of the “most influential people that never lived.” This insightful view of Orlov, as presented by Patterson (2013), offers valuable guidance for marketers and advertisers in designing effective brand mascots that resonate with contemporary audiences.
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