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Brand Personality | Part Two

Brand Personalities may also represent a brand’s best shot at differentiation. In categories where brand positionings are similar, personalities give brands a fighting chance to carve out a niche in the consumer’s mind.

In the insanely competitive beverage industry, for instance, Dr. Pepper/Seven-Up Companies is in the brand personality business. Creating differentiating personalities is how they market. For close to 30 years, the Seven-Up brand has merchandised its brilliant “Uncola” identity as a personality non-conformer.

A brand’s personality is the emotional part of what has been called the “Brand Experience,” the entire set of actions and feelings that surround experience with brands.