WHAT IS YOUR BRAND'S TRUE CHARACTER?

by · Mar 6, 2017 · 34 views ·

Does your brand really have character? What does it mean for a brand to have character? Based on an analysis of proprietary data covering 6,000 brands from more than 200 categories, Columbia brand expert and consumer scientist Michel Pham identifies six essential dimensions of true brand character: dependability, innovativeness, fun, classiness, vigor, and caring. He will show why having strong character increases a brand’s success.

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