from the blog.

Brand personality as a differential

The way consumers perceive a brand can be translated into traits or characteristics that define a brand personality. One example of a brand that used personality as a differentiator from competitors is Apple, with the famous Mac vs. PC campaign. 

The campaign, called “Get a Mac,” was launched in 2006 and starred John Hodgman as PC and Justin Long as Mac. The actors were made to look like the personality of the computers they were representing: Justin Long as a young, cool, and fun guy, while John Hodgman was an older, uptight, and boring guy. The commercials show Mac and PC having conversations about different topics, with Mac showing why he is a better computer, while PC often embarrasses himself.

This campaign shows how highlighting distinctive personality traits can make a brand stand out in the crowd. Brand personality is an important aspect to lead to brand equity, the level of brand loyalty in which the customer is willing to pay more for a branded product.

You may also like

The exciting opportunity of Customer Experience (CX).

Customer experience (CX) should be at the center of every marketing strategy. And the market is starting to realize the power of CX. The Annual Digital Trends Report, organized by Econsultancy and Adobe, showed a […]


Data research for marketing leaders

A research from shows that Google Search is responsible for around half of external referrals to the publishers in its network. Data from Statista also shows that more than 50% of website traffic comes […]

The Year in Search and Data Visualization

Google has just released The Year in Search for 2019, a report that shows the keywords most searched for in different topics throughout the year. In the US, Disney Plus, the new streaming service by […]

Leave a Reply

Your email address will not be published. Required fields are marked *