No branding site can be without a link to something from David A. Aaker author of several well known books about branding like "Building Strong Brands" or "Managing Brand Equity." Those are must-read if only because chances are that other branding experts will have read them too.
Please note that Mr. Aacker doesn't distinguish "personality" and "character." At JRC&A, we distinguish the two concepts.
The personality of an individual (or of a brand) combines traits of style and traits of character.Style is something that can be adopted and changed easily. One can adopt a style. It may be a part of your personality, yet serve as a convenient way to hide who you really are.Style doesn't generate trust. Character does. Style doesn't generate strong expectations as character would. Failing to distinguish the two makes the analysis of brands unnecessarily confusing in our view.Character is the essence of a person or of a brand. While style can temporarily generate a preference for a brand (or attraction for a person,) in the long term, character is a much more powerful emotional link.
If we knew of a link to James C. Collins or one related to the book
he wrote with Jerry I. Porras, "Built to Last" ©1994, HarperBusiness,
it would be prominently featured on this page.
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