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:
To get to the heart of what inspires purchase decisions, we need to go beyond demographics and speak to inner values. What’s that have to do with a wall of yogurt? Read on to find out.