Do Put Your Daughter on the Stage Mrs Worthington

Robert Poynton and Sally Marsden

Described the use of improvisation as a means of obtaining understanding about brand personalities. A new approach is necessary because although consumers are now increasingly comfortable with the idea of brand personalities, they find it difficult to differentiate between brands in certain markets.

Do Put Your Daughter on the Stage Mrs Worthington

Sally Marsden, Leapfrog Research & Planning andRob Poynton, On Your Feet

THE CONTEXT A NEED FOR BRAND PERSONALITIES

Marketeers, Advertisers and Brand Managers are all facing the same challenges. We seek to differentiate our brands and imbue them with values which make them a preferred option on a consumers shopping list. This is becoming increasingly difficult as a result of a the pace of change.

Product parity and the speed by which technological change can be achieved make the need for compelling brand personalities...

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