Building new communities: overcoming the network effect

Community

This is the first of a multi-part series on the relationships between brands and online communities. It’s nearing the end of September 2014 and many of you would have already secured, or at least requested for an invitation to join Ello, the all new Facebook-replacement social network that counts ad-free and privacy as its USPs. […]

The point of brand personality

personality

Do all brands have a personality? Do all of them need one? A brand personality is simply a set of human characteristics associated with a brand – think Virgin’s fun and irreverent personality vs British Airways’ warm, comforting albeit a staid one, or Johnson & Johnson as a nurturing and caring brand vs Harley Davidson’s rugged one. […]