Brand Personality and a Timeless Brand
Figure 10.1 Five-step positioning process, highlighting step five
Developing a differentiating marketing position leads directly to implementing a unique brand personality.
Decades after Ries and Trout made their mark, Jennifer Aaker was credited with developing the brand personality concept (Figure 10.1). Here’s an adaptation of Aaker’s approach, as shown in Figure 10.2. [24]
However, even though Aaker can be credited with conceptualizing the idea of brand personality, I won’t be recommending the specific approach shown in Figure 10.2. I’ll explain why in a minute.
Figure 10.2 ...
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