Posted by

Barry Siskind

Community Manager

One of the reasons brands such as Cartier, Porsche, and Nike are well-liked is that they have appealing personalities. That’s the conclusion of authors Deborah Roedder John and Ji Kyung Park (both University of Minnesota); in a recent paper published by the Journal of Consumer Research. “Using brands with appealing personalities can rub off on the way consumers see themselves, even if the brand is used for only a short time.”

Science News published a short article on this study, http://www.sciencedaily.com/releases/2010/06/100621151129.htm

 

One example the author’s site is that some people felt more intelligent, and more like leaders when they carried a pen embossed with an MIT logo.

In an age when much focus is on the brands we represent, it’s important to ensure that these brands have a personality and, that like a living entity, it needs to be constantly nurtured.

What this means to the exhibition organizers is that everyone associated with our trade fairs and conferences, from those who walk the floor to those who take registrations to those who choose to exhibit, are carriers of the brand experience. Each group needs to be indoctrinated on what the brand that they represent means.