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:
Tech and travel start-up Airbnb is the latest major brand to embrace values-based marketing. ‘Is Mankind?’ asks its new campaign, aimed at a higher purpose of promoting kindness and acceptance.
Feel like your marketing efforts are lacking something, but not sure what? Values are the missing link to turn a mediocre marketing campaign into something memorable. You don’t need to be a psychology PhD or a data scientist to create a great values marketing program (although having one on your team definitely helps)! Just follow these three simple steps and you’ll be on your way to forging deeper, more profitable relationships with your customers.
What if we could change the world?
At Zenzi, one of our core values is giving back and making a positive impact on communities in need. We have always been big believers in the power of cause marketing, and we encourage our clients & team to do the same. Now, it’s one thing to strategize on ways to help out from the comfort of our office…and quite another to get to the heart of the problem on a grassroots level. Which is exactly what I did last month when I joined Give Clean Water on a mission to provide clean drinking water to the people of Fiji.