Struggling to find your company's brand? Worried about how to polish your image? Forget that, argues MarketingProfs managing editor Matt T. Grant. Instead, focus on personality, not branding.
17. Some Things to Remember...
Brain areas involved in making judgments about human
traits for people do not overlap with brain areas involved
in making judgments about human traits for brands.
(Yoon et al, 2006)
18. Some Things to Remember...
As seven years of brand community research has taught
us, people are often more interested in the social links
that come from brand relationships than they are in the
brands that allow those links to form. – Susan Fournier