Rich and powerful mental representations of a brand create its personality. Research reveals that consumers perceive the same type of personality characteristics in brands as they do in other people. And just like with people, they are attracted more to some personality types than others. These attractions are emotionally based, not rational. Brand personality is expressed through packaging, visual imagery, and the types of words used to describe the brand. Emotional appeal drives awareness and desensitizes consumers to price.

If you think your brand might be suffering from a personality disorder, don’t call Dr. Phil… Better call us!