I remember nearly 20 years ago when I first heard the phrase, "Imagine your brand were at a cocktail party. What would it wear and who would it talk to?" It sounded so smart and sophisticated. It made me want to be a brand guy. (Today it stimulates my gag reflex, but that's another story).
We've already got sticks. Introducing a new "carat." And a new tool.
Brands do have personalities. We as humans love to project personalities on inanimate objects. It helps us relate, on terms we can understand. Projecting a personality onto something, however, doesn't make it human. At least for now, social...Read More »