Post by Scott

Scaling marketing used to mean hiring more people. Now it might mean removing the need to create content at all. I explored this idea in a recent video using a concept we built around Evernote [owned by Bending Spoons] - and the direction led by Co-Founder Francesco Patarnello. The interesting part wasn’t the mascot itself. It was what the system behind it unlocks. A few things stood out: • Content can now be generated in thousands, without filming • Distribution isn’t tied to one account anymore • Ideas are tested in the market, not debated internally • Volume becomes the advantage, not perfection • Organic reach starts replacing expensive paid traffic • One character can carry identity across every platform What’s changing here isn’t creative. It’s the constraint. For years, marketing was limited by time, people, and production. Now those limits are fading. So the question shifts. From: “What should we make?” To: “How many variations can we learn from?” And maybe more important: What makes people remember you when content becomes infinite? That’s where characters - like Duolingo - start to matter more. Not as a tactic. But as a way to stay recognizable in a feed that never ends. So this isn’t really about mascots. It’s about what happens when both creation and distribution scale at the same time. I dropped the video in the FIRST COMMENT if you want to see how this plays out.