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Author: Graeme Cade

  1. Understanding brand personality through projective techniques

    By Graeme Cade -

    Most brands have a set of human traits associated with them – a brand personality.   In B2B markets brand personality is an especially important concept as ‘corporate fit’ is often an important consideration for B2B buyers – “are these people on my wavelength and can I see myself working with them?”

    You can shape your corporate brand personality through marketing communications and, most importantly, by developing an appropriate corporate culture. But to do that effectively, you first need to understand what kind of brand personality appeals to buyers and how your brand is perceived in relation to this.

    That’s not straightforward. Continue reading