Since the "got milk?" ads are the source for my derivative work, I was looking at the website and found a link to an article about brand images/characters for big companies - It's a humourous article describing how brand images have specific identities and cannot do certain things (ex: the Pillsbury Doughboy could not be in a specific "got milk?" commercial where he finishes off the milk carton because "The Pillsbury guidelines stipulate that the Doughboy must always be a helper, a teacher or a friend"). The article is 6 pages but is a quick read because it's so absurd. http://dir.salon.com/story/media/col/shal/2000/03/23/doughboy/index.xml