2020 | February | Page 3

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Does your brand have a brand personality?

Having a brand personality is important because brands are an emotional connection between your products and services and your target audience, and we now know that this emotional connection is critical in attracting and retaining customers. Having a brand with a personality allows marketers to deliver communication that stands out from the “sameness” of their…


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The Assets and Liabilities of Brand Names

When examining examples of good and bad brand names we must use a set of reasonably objective evaluation criteria. As these were discussed in the last post, I will summarise all of them like this: “It’s not what it is, but how you use it – your brand name that is!” This is especially true…