CHAPTER 5AWAKENING THE BRANDHUMANIZING IT WITH PERSONALITY AND VOICE
BRAND PERSONALITY
In Kafka’s Metamorphosis, a man wakes up one morning and discovers that he has become a bug. What if your brand woke up one morning and discovered it had become a human? And let’s say the human came to your house and knocked on the door. Who would you meet? What kind of person does your brand look like? Would you be inclined to invite it in for coffee?
It’s been suggested that people project personalities or personas onto brands. Wanting to test that notion ourselves here at DragonSearch, we created boards of photos of different people and took them out into ...
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