Yu It’s easy to lose sight of the big picture with new social media gadgets and platforms released seemingly every week. A new application catches the eye of the influential media crowd, then gets discarded for another, and so on. In addition, social media management is an overwhelming task. Yet amongst the pageantry lies a purpose …
When dueling companies in the same industry vie for customers, a natural rhythm of contrasting brand personalities develops. After all, a brand wants to distinguish itself from its competitor. A 30 second advertisement is not the place to find nuance or a middle ground. These polar opposites creates a black and white decision for the …
A 2010 UK study of brand personalities found Amazon, Microsoft, and Mercedes-Benz to invoke strong, positive feelings amongst consumers. On the opposite end, FIFA, with its incessant cheating scandals, was surveyed as the least honest brand. Although hardly a death sentence, a brands who consumers see as negative must heed the wake up call. A …