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:
When marketing your community to attract new buyers, your job is not just to raise awareness about your brand, but to win people over in a personal way on an impersonal medium: online.
To forge a deep, emotional connection that turns customers into raving fans, you can’t be everything to everyone. You’ve got to risk turning some people off. That principle is especially true in values marketing. Here are 7 campaigns that do a great job of appealing to the inner values that drive purchase behavior. While they don’t all feature villains like Jaguar, they all have one thing in common: they speak directly to their audience in a powerful, polarizing way (and that’s actually a good thing).
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.
‘That’s what we storytellers do . . . We restore order to imagination.
We instill hope. Again and again.’ – Walt Disney