brand personalities

The Dichotomy Of Brand Personality

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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 …

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Analyzing Positive And Negative Brand Personalities

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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 …

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