In 1921, the Washburn Crosby flour milling company ran a contest that resulted in not only thousands of entries but also lots of questions about baking. In a savvy marketing move, the company created the persona of Betty Crocker to answer those letters. (Crocker was the last name of a retired director and Betty “sounded friendly.”) Female employees were invited to create a signature for “Betty” and the one chosen is still in use today!

The popularity of Betty grew, eventually morphing into the Betty Crocker Kitchens, radio shows, branding, and cookbooks. In 1945, Fortune declared her to be the second-most known woman in America (behind First Lady Eleanor Roosevelt) — even though she is not a real woman.

Betty and her red spoon is still in active use 100 years later and serves as a reminder about the power of personality (even fictional ones.) The same idea happened with Alexa and Siri. We are more comfortable dealing “person-to-person” than with an anonymous responder on the other end of the line. Maybe you could benefit from creating your own “Betty” and baking the power of an ambassador into your communication effort.

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