I am a New Yorker. I am a tech marketer. I fly Virgin. I buy organic. I blog. I care about human rights and healthcare. I wear Theory. I practice yoga.
I am more these things than perhaps the Irish, Catholic girl from a suburb of New Jersey I once identified with. I am, in some way, the sum total of all of these things.
I typically walk into the office in the morning with a Starbucks Venti. On some level, Starbucks has become part of my personal brand. I wouldn’t be caught dead with a Dunkin Donuts. Not my brand.
What brands define you and align with who you are? Or maybe more to the point, what brands align with who you aspire to be?
Today’s consumer identifies with brands on a personal, human level. We’ve moved from an era of “I like brand X” to one of “I am brand X.” read more »