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Showing posts from May 30, 2012

Get Real, Get Human - Brands as Humans!

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When I was in B- school I was taught about brand personality and to the people who are still confused about it (and believe me many still are!)- 'Brand personality is the way a brand speaks and behaves. It means assigning human personality traits/characteristics to a brand so as to achieve differentiation. These characteristics signify brand behaviour through both individuals representing the brand (i.e. it’s employees) as well as through advertising, packaging, etc. When brand image or brand identity is expressed in terms of human traits, it is called brand personality" ( I do agree that there is a difference between brand image and personality but for convenience we will stick to personality)

Ages ago when I was a part of the advertising business, I remember being asked to describe the target audience vividly. Give a face to the target audience! Make them real.

Given the fact that we want to make the brand as human as possible, it is only natural the people also treat those …