Brand Smack: When developing your brand's personality profile, always make sure your brand's personality is expressing at least one aspirational trait.
This will rub the non-visionary folks client-side the wrong way: how can we refer to our brand with language that doesn't reflect the actual here and now? They often have trouble even understanding that we're developing a brand personality profile using human traits, not talking features and benefits.
Stick to your guns! They need to be schooled: People want inspiration, and seek brands with vision!
Today's "Check it out, check it out": Since when does Cheerios=Controversy? A Dreary "Misbranded" Morning for Cheerios?
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- Jack Cuffari
- Once called “a man who could thread a running sewing machine”, Jack has evolved from advertising agency owner to marketing communications and branding consultant. From brand planning and strategy to impactful brand identity development, from Creative Direction to pitches, from building and managing crackerjack teams to consulting on organizational culture, from running seminars and facilitating workshops to nurturing client relationships, Jack serves as a catalyst - making good things happen wherever he's engaged.
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