Your brand's personality doesn't just speak to the market. It actively summons a specific, predictable response.

A major forest fire in Hürtgenwald, North Rhine-Westphalia, has drawn thousands of emergency responders, highlighting how brands tied to places and values face growing scrutiny in a crowded market.

The color scheme you choose for your webcam profile significantly shapes the viewer’s response. Each hue comes with a unique emotional resonance, and so, the palette you curate should resonat…

Visuals are more than just pretty pictures—they’re the foundation of your brand identity and the bridge to your customers’ hearts.

It's likely an ad, but it brought out a lot of users' feelings.

Many companies are facing increased competition within their industry. One way to succeed is to understand potential customers and their needs, to differentiate from competitors with a strong brand personality and a targeted social media presence. User-generated content (e.g., Twitter tweets or Facebook posts) and its language style tell a lot about a person. We can infer feelings, behavior, and personality from this analysis. This chapter uses social media data and machine learning approaches to explore how congruence between customer and brand personality influences a company’s success. We collected and analyzed Twitter data on 29 car manufacturers in the U.S.A. and information on their potential customers. We used IBM Watson Personality Insights and Griffin Tribefinder to compute personality features for each customer and the brand’s “brand personality”. Our results show that brands with a personality similar to their customers are more successful in sales. However, there are also a few traits where customers prefer an opposite brand personality to complement their personality. This study helps marketing managers to implement strategic choices to improve their competitive advantage, aligning new products with the expectations of their customers.