Why Your Brand Needs to Identify a Brand Character – Adweek

By Jeff Baker, posted on July 19, 2019

We’ve all heard trust is the foundation of any good relationship, whether in a friendship, a marriage or between coworkers. The same is true for building a company’s brand and the relationship between a company and the customer. Identifying a brand character establishes this brand trust by allowing immediate infusion of trust cues from a familiar (and trustworthy) persona into messaging.

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