Articulate the Brand Personality for the Brand Book

based on the work of Aaker, J. L. (1997, August). Dimensions of Brand Personality. Journal of Marketing Research, 34(3), 347-356.

Now that we've created our list of keywords and established the relationship between them, it's time for our next step in how to make a Brand Book and create our brand personality. Articulating your Brand Personality is an integral component of building a Brand Book. Brand Personality starts to breathe life into the brand, making it "real," as Tom Dorresteijn from Visual Branding suggests, "We use brand personality to bring brand strategy to life. Don’t forget, consumers demand a brand of flesh and blood. The consumer will treat your brand ... Read More

Tweeting with Frequency

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As any good radio account executive or business owner knows, frequency is necessary with radio, and it is with Twitter as well. With radio being the active medium that it is, users are usually active at what they are doing while listening. They are getting ready in the morning, driving, playing on their computer, all things that distract them and have a bit more of their attention…. I certainly hope so with the driving part. Depending on how many people you are following on Twitter, you can easily be receiving 30 tweets per minute, so just like ... Read More