Personifying brands to improve their design, management and effectiveness

Francisco Conejo
INCAE Business Review, Volume 2 Issue 7, p2-8.

Brands have evolved into complex symbols which are difficult to manage. Personify the brand reconciles brand’s abstract meanings with practitioner’s pragmatism. That is, conceptualizing brands as if they were people, attributing human qualities to them. This approach not only allows the development of more competitive brands.