From Derrick Daye at the Blake Project: People develop rela­tion­ships with other people. Brands exist so that orga­ni­za­tions can do the same. So, what maxi­mizes a brand’s appeal? The same things that maxi­mize a person’s appeal – authen­ticity, honesty, integrity (that is, a congru­ence between thoughts, words and deeds), charisma, warmth, assertive­ness, approach­a­bility, passion, reli­a­bility, orig­i­nality, etc. And here is the thing that makes people and brands the most inter­esting. Each possesses a different combi­na­tion of qual­i­ties that appeals to different people at different times. · Go to Maxi­mizing brand appeal →