Deloitte’s 2017 Impact Project survey highlighted the emerging forces now shaping today’s brand personalities in a values-driven marketplace. The survey included 150 brands in 28 countries and revealed a common desire to drive change and build loyalty in an era of constant disruption and rising expectations. The report also revealed four emerging segments and found six common principles that guided growth strategies for brand leadership.
So to successfully change personality is not only a considered approach encompassing the many facets of branding, it has to have meaning and be tied to the cultural values and ethics the company is built upon. The emotional connection elicited by brands that triumphantly engender loyalty from their audiences will be more valuable and enduring.