Just like people, brands have personalities. No two brands are exactly the same, and each brand’s unique personality is reflected in everything from their packaging to their advertising, to their blog posts and social media content. Psychologist Jennifer Aaker identified 5 dimensions of brand personality that can be used to classify the personalities of most brands. Here are the 5 dimensions, with brand examples:
Many brands spend significant time and money developing customer personas or archetypes to gain more understanding of their customers. But what exactly are personas and archetypes? Do you need to use them all? And which offer the best insights to effectively communicate with customers?
What can major brands learn from moms & pops? A lot, says this industry expert.
Zenzi CEO Sarah Hardwick was recently quoted in digital marketing magazine Momentology on the art of branded self-deprecation.
Target is announcing it will give shoppers a more gender-neutral experience, as it looks to get rid of boy and girl-related signs in toy and bedding aisles. The change is coming in response to a post that has gained favor on Twitter from a mom, TIME writer and blogger, criticizing the retailer for specifying which toys were meant for girls or boys.
Last weekend I took my boys and their friend on a road trip. It had been a busy week, and I was excited to spend some quality time with them looking at WWII navy ships on ‘Free Fun Friday’! But with the packed park, heat, and 40 minute detour to get back on the highway, we were exhausted. And when I asked if they had fun, they said they really just wanted to go to the pool.