Brand personality is nonsense.

Consumers don& #39;t want relationships with brands, they buy brands to resolve problems.

Instead of brand personality look for the emotional benefit that your product offers and then build associations with the problem and solution.

For anyone who needs a refresher of what brand personality is, here it is in all its self-important glory.

Consumers aren& #39;t thinking about your personality, they& #39;re thinking about theirs.

Also it was academia that made up the whole anthropomorphization of brands trend and even they realized it was not right.

They walked away from it 16 years ago. It& #39;s just the agencies holding onto this fluffy theory.

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