Category Archives: Persona Blog

Which is more important? Truth or Credibility?

Which is more important? Truth or Credibility?

Truth and honesty are vital in business, right? Right. On the other hand, first impressions count. What happens when your true claims are unbelievable — as is often the case with industry-changing innovations? What happens when it takes more time to prove your “truth” than it takes for your competitor to undercut you with a… Continue Reading

The five Power Personas of brand, and why you should own one.

The five Power Personas of brand, and why you should own one.

We first developed the Five Power Personas in 1992, based on extensive brand research. You could think of Power Personas as archetypes, personalities, or just a brand’s “sticky positioning” in a niche. We call this “sticky positioning” because we work with proven archetypes, rather than complex personalities. People are complex, brands should not be.  … Continue Reading

Does your brand have multiple personality disorder?

Does your brand have multiple personality disorder?

Why your brand should have only ONE personality —– and other lessons from the top ten worldwide brands such as Apple, Google, Microsoft and Coca Cola. The human ego and personality is a complex and fragile construct, yet despite this, most people can be described in terms of “personas.” According to Canadian psychiatrist Eric Berne… Continue Reading

When is a Tweet not a Tweet?

When is a Tweet not a Tweet?

Facebook. Twitter. YouTube. Fedex. Kleenex. Xerox. Escalator. Alka-Seltzer. Coke. These brands have become synonymous with their functions. We don’t grab a tissue, we grab a Kleenex. We don’t get a soda, we get a Coke. This is Imaging at its finest. Continue Reading

The Persona Approach

Do you need sales? Revenue growth in a competitive scenario? Assets? Qualified leads? Inbound calls? Brand awareness? A positive spin on an issue? Even in today’s competitive markets, these challenging goals are nothing more than problems to be solved. With the right approach—the Persona approach—all problems can be turned into manageable, cost-effective opportunities.

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