MailChimp is perhaps the most "on brand" B2B startup I can think of. It's also perhaps the best case example of what a brand mascot can do for your business. I

MailChimp is perhaps the most "on brand" B2B startup I can think of. It's also perhaps the best case example of what a brand mascot can do for your business. I can't make out the difference between all its competitors - Aweber, ConstantContact, iContact. But I can figure out MailChimp from a mile away.