Analyzing Brand Personality

Analyzing Brand Personality

As we’ve already discussed, brand personality is equally dependent on the message your brand communicates and on the way that message is received. The best way to understand how your brand message will be received is through research. Brand research uses varying sets of questions as basic tools. As you begin the process of analyzing your brand, you might consider some of the following methods:  The Car Metaphor This is a widely-accepted technique among branding experts. It goes like this: Imagine your brand is a car. What kind of car […]

Read more

Understanding Brand Personality

Understanding Brand Personality

In the marketing universe, “brand personality” is presented as a crucial element of a brand. Social media and marketing experts, myself included, advise small business owners to enhance their brand by presenting a compelling personality, or by maintaining a consistent personality. But what does this really mean? Let’s spend a little time digging into the concept of brand personality, beginning with the idea of human personality. What is Brand Personality? Essentially, human personality is the combination of a person’s inner values with their visible character. In other words, your personality […]

Read more

Brand Focus and Flexibility: The “Axe Effect”

Brand Focus and Flexibility: The “Axe Effect”

By now everybody knows the Axe deodorant brand. Cool, self-assured and hip, the brand virtually guarantees that users will become instantly and irresistibly attractive to the most gorgeous women on earth. Even angels fall (literally) for the man who wears one of the many Axe scents. This might seem like a simple case of using sex to sell a product. But there’s a lot more here than meets the eye. The Axe brand has been developed through careful research and ongoing flexibility, and you can make use of their tactics […]

Read more

Elevating Brand Identity Through Social Responsibility

Elevating Brand Identity Through Social Responsibility

Everyone knows that actions speak louder than words. A 2010 survey by Landor Associates showed that 77 percent of consumers found the socially responsible behavior of a company important. And now, the launch of a new Panera Bread advertising campaign, “Live Consciously, Eat Deliciously,” has re-opened the conversation about pro-social marketing and its impact on branding. Social responsibility for business is far more than a marketing trend. Consumers, with a vast amount of information readily available, have begun examining products, services, supply chains, and even employee relations with an eye […]

Read more

?!*&! Great Branding: Dollar Shave Club

?!*&! Great Branding: Dollar Shave Club

In March 2012, Dollar Shave Club exploded onto the scene with a hilarious video on YouTube. Since then, the video has been watched over 7 million times. If you’re one of the few unlucky people on the planet who haven’t seen it yet, take a minute to enjoy (and learn a lot about good branding): Watch the branding video here. It wasn’t only this video that went viral: the video spearheaded a full-on assault on the men’s razor market and established Dollar Shave Club as the coolest brand around. A […]

Read more
Page 1 of 212