begin with personality

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We gave a session on brand personality and writing at the 2009 North America Promax/BDA conference last week.

The conference was terrific and our morning session was SRO for the second time in as many years. Think the a.m. crowds were hoping for free cappuccinos? Note to conference committee, next year larger room and Barista. Nary a tomato was thrown. In fact, the crowd wanted more. Actually they wanted a link. So, due to popular demand and the bing of our blog here are some highlights.

Part one.

Picture 10

In the future, everyone will have balls.

We will have them. You will have them.

By balls, we mean personality. First, a quick question. Do you have a personality?

Please watch the following.

Did you find either one funny? Phew. You do have a personality.

Personality is what makes us distinct. It’s  how we relate to each other.

And the root of personality?

Personality.

All media is becoming more personal.

And so are brands.

Ever wonder what the opposite of balls, or personality, looks like?

Voila.

BUDWEISER

Those old ads make us laugh because they’re devoid of personality. Everyone is too perfect, and perfect just isn’t human.

Perfect balls.

So, when you’re filling out your creative brief, forget  “engaging, upbeat and likeable.”

Think cranky teenager, like Adult Swim.

Or . . .fun loving predator,

Shark

Or bitch.

PerfectBitch

Remember, you’re the mastermind of your brand’s personality.

When it comes to Network brands, their balls are in your court. Proof positive your job is more fun than being a massage therapist.

For a copy of the entire session and some unforgettable (but liscensed spots) check with Promax/BDA.

If you would like information on our critically acclaimed workshops on brand personality, writing and creativity, click here.

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3 Responses to “begin with personality”

  1. Susie Norris Says:

    You posts make me think AND laugh. Now that’s hard to do! Thank you and I look forward to the next one!

  2. Gail Says:

    Boy do you got Personality
    The word OOZing comes up?
    Go Get ’em Girls
    Are Balls the new push up bra?
    Something, something…. oyster….?
    Cryptic?
    Not!

  3. apply attitude « sharpen your tools Says:

    […] take your personality (see “begin with personality”) and strike the right […]

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