| Brand Personality
A Brand Personality describes strategic choice of wording, color and behavior characteristics relative to targeting, competitors and many other variables.
Sometimes called a Creative Platform, it draws from the Brand
Positioning Statement and Brand Message to provide guidance in the brand's engagement with its preferred audience.
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| For instance, use of "hot" colors and retro-style wording for a new
web site achieved the
client's goals was unique and strategically appealing to its target of young,
aggressive, technologically-savvy banking professionals at a time other
brands in this market presented "cold" colors and conservative
language. |
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