Brand Personality

Are you interested in the role of personality in a company's marketing? I recently interviewed Rohit Bhargava of Ogilvy PR about this subject. You can read the interview here at Sun Microsystem's small business blog. He covers topics such as the creation and use of brand personalities, good and bad examples, and the role of a CEO in the process. I based the interview on Rohit's new book, Personality Not Included: Why Companies Lose Their Authenticity And How Great Brands Get it Back.