Can brands change their personality? Psychology has the answer

Business psychologist Tomas Chamorro-Premuzic looks at how brands can turn their internal identity into public reputationThe concept of brand personality refers to the human-like attributes associated with brands. For example, Apple is cool, Hermes is elegant, and the Volkswagen Golf is understated. Much like in humans, brands develop their personality with time, as they mature. In some cases, this results from deliberate attempts to translate the vision of designers and marketers into a product