Brand personality
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Transcript of Brand personality
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Brand essence and personality
Bringing your brand to life
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+=Brand{ a collection of thoughts + feelings about experiences the consumer has with the brand }
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Brand Personality
Brand Essence
How your brand behaves in a given situations
What makes your brand unique in the eyes of the consumer
Unique / Constant
Complex / Variable
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Much like you
BEACH BUSINESS FORMAL CASUAL SPORT
{ you are always you. however you adapt your personality according to new situations }
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Example
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“Delicious & Refreshing”
Brand Essence
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Brand Personality
[ Sport ] [ Art ] [ Christmas ] [ Youth ] [ Night life ]
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Practical applications
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Product line extensionApple: Every product from apple is “friendly and approachable innovation”
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MarketingNike: Everything Nike does feels cool, defiant and new
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We use brand personality to bring brand strategy to life.
Don’t forget, consumers demand a brand of flesh and blood. The consumer will treat your brand like you treat the consumer. If your brand has no personality and no warmth, the consumer will treat it likewise: zero loyalty, high price sensitivity.
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Now try it with your brand
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_________________________
Our Brand Essence is
Your brand’s fundamental nature or quality stated in two to three words.The one constant across product categories and throughout the world.
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Our brand is
and our personality...
Our brand is NOT
ex. trustworthy
ex. energetic
ex. assertive
ex. arrogant
ex. sophisticated
ex. complicated
Note: The decisons about brand personality should come from consumer insights
Would you like to know more?
Or simply want a second opinionContact us.
Cris Anthony HödarCEO and Partner
email:[email protected]
Mobile(+45) 28 262 851
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