Quantifying Brand Personality


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Last Updated: 18-09-2019 22:17


Quantifying Brand Personality


No amount of blue-skying of behavioural human qualities and associated archetypes will turn something as nebulous as the concept of “brand” into something “Wantable”. Equally, trying to guess what drives people behaviourally or reflexively cannot be gleaned from arbitrary surveys or associated focus groups. If we hope to get this right we have to have the will to quantify our consumers using validated psychological instruments as well as infusing the target brand with a personality using the exact same methodology David Aaker alludes to this when he points out that,

“Some people may never aspire to have the personality of a competent leader but would like to have a relationship with one, especially if they need a banker or a lawyer. A trustworthy, dependable, conservative personality might be boring but might nonetheless reflect characteristics valued in a financial adviser, a lawn service, or even a car…”

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