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‘out-there,’ just make sure there is somebody else out there with you.”
Lesson Number Two: Brands Need Personalities
One of the ways to be different is to give your company or brand a unique personality; make sure it’s a personality that not only resonates with your audience but one that fits your company’s inherent character. You may like, or alternatively hate, Wal-Mart and Microsoft, but no matter what they do or how they advertise, they are never going to be ‘cool.’ It’s just not them.
Not only can you not fake a personality, something you do at your own peril, but you should also make sure you don’t confuse you audience with multiple personalities. Years ago McDonald’s had a very distinct character, but their recent multi-targeted ad campaigns just seem to confuse their identity. You cannot please everybody and you
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