Alright everyone, here is a branding exercise brought to you by Allen P. Adamson author of Branddigital.
I read about this exercise in my Business Story Telling and Branding Development class at Full Sail University.
In this exercise, you help clearly define the characters of the Chrysler, Dodge and Jeep brands by choosing which persona goes with each car company.
Remember Charlie’s Angels “the original,” with Kate Jackson, Farrah Fawcett, and Jacqueline Smith?
Okay, let’s say we used the characters in this show to help us clearly define the characters of the Chrysler, Dodge and Jeep brands.
If we did it right, you’d be able to tell us precisely which character defined which individual brand of car. For example, in the show, Kate Jackson’s character was a little rugged around the edges. She was very direct, very no nonsense. She liked to wear clothing that was a bit masculine in nature. She was very sure of herself. She listened to music that had a heavy bass beat, lots of energy. She preferred beer nuts to any other type of nut. Then, there’s Jacqueline Smith’s character. She’s suave, sophisticated. She probably wore designer clothing and listened to classical music, or classic jazz. She liked cashews. Farrah was sort of New Age. She was a free spirit. She wanted to experience the world on her own terms. Breezy music, blue jeans, and trail mix were her things. (Adamson 119)
Which car brand would be Kate Jackson, Farrah Fawcett, and Jacqueline Smith?
Adamson, Allen P. Branddigital: Simple Ways Top Brands Succeed in the Digital World. Palgrave MacMillan/MBS, 092009. <vbk:MBS1048679 #page(119)>.