Tagged with brand personality

Brand Obama and the Art of Being Human

Brand Obama and the Art of Being Human

There is a growing consensus that to succeed brands need to be “more human”.  Ironically there is a case to be made that this also applies to politicians, business leaders and other celebrities who commonly adopt public personas in line with the stereotypical expectations of their positions. This tendency is what social psychologists term role … Continue reading

Why Coles is ‘better’ than Woolworths

Why Coles is ‘better’ than Woolworths

During a recent Sunday family lunch my nine year-old daughter made the matter-of-fact statement “You know, Coles is better than Woolworths”.  Given the speed at which her attention shifts this comment could have been both the start and end of this particular topic.  But as it piqued my curiousity I had to ask “Why”; fully … Continue reading