How the 'Fluent Device' leads to long-term profit gain

The Fluent Device is a creative conceit (slogan or character) that is used as the primary vehicle for the drama of a long-running campaign; here a behavioural expert explains why they are effective.

It is relatively rare to see long-running campaigns using long-running characters. Think the Milk Tray man, or the Oxo Mum, or the Honey Monster, "all long-term campaigns and, as it turns out, a particularly effective type of long-term campaign," according...