The Personality Project is a group blog about why personality matters in creating authentic marketing and branding.

The Personality Project

Contributor 16

Personality In Every Pocket: Video Interview

 
Scott Jordan Scott Jordan
Founder, ScotteVest
July 26th, 2008
2 Comments

Scott is a true personality iq trading in his own right, quitting his day job as a lawyer to start a business he was passionate about … selling “gear management clothing” and creating his own brand with ScotteVest. His products and his story have been featured in media worldwide including The New York Times, Wired, BusinessWeek and The Big Idea with Donny Deutsch.

In this interview, the first video installment of The Personality Project, Rohit interviews Scott about how he uses his personality (and some of the ideas from Personality Not Included) to get his business to stand out. Scott covers the thinking behind his recent site redesign, his newfound passion for online video, and tackles the tough questions on the real ROI of personality.

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Contributor 15

Matching Image and Reality

 
Nedra Kline Weinreich Nedra Kline Weinreich
President, Weinreich Communications
June 20th, 2008
No Comments

Someone I recently met said to me, “You’re just like you are on your blog.” I took that as a great compliment, as I try to project a friendly and approachable image as I write. And that, I think, is part of what attracts people to reading my blog, my book, and ultimately hiring me as a consultant.

When I first started writing the blog, I tried to be all business, keeping my personality under wraps. After all, I wasn’t just representing myself on the blog, I was representing my company. But after a while of striving for stodgy, impersonal writing, I realized that as a consultant, my personality IS the company’s personality. And by letting my own authentic voice come through, potential clients are able to get a sense of who I am and what it would be like to work with me.

Read On

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Contributor 14

Your Business Personality Is Your Brand

 
David Avrin David Avrin
The Visibility Coach
June 10th, 2008
2 Comments

There is no more apparent demonstration of professional personality, than in the outward expression of what we, as business owners, believe and what we stand for. But of course, opinions are like…um, pick a body part. Everyone has one. And more than ever before, we have seemingly endless avenues to share our opinions with anyone willing to listen. Just look at the airwaves, the internet and the newsstand. From call-in talk shows and other broadcast “gab-fests,” to e-zines, chat rooms, My Space, YouTube and the explosion of internet blogs, everyone has something to say – and they’re fighting to get their voice heard.

The glut of voices in the marketplace creates even greater challenges for organizations and professionals looking to build and promote their brand in the marketplace. Too many in business are looking to differentiate themselves by discovering the “secret formula” to get the microphone or camera turned in their direction. Well, I hate to break it to you – but there isn’t a secret formula. The answer, in fact, is right in front of you on the air, online and in newspaper columns across America every day – you just have to pay attention and recognize the source of the music.

Read On

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Contributor 13

Personality Is Something You Come With

 
Valeria Maltoni Valeria Maltoni
Conversation Agent & Fast Company Blogger
June 5th, 2008
3 Comments

Whenever we talk about a company brand, we are not merely talking about a set of guidelines on how to use logos and taglines. We’re talking about how that specific mark or set of styles communicates and expresses what the company, product or service is about. In my experience, there can be at least ten branding strategies. A company can:

1. Be the first
2. Be the expert
3. Be the leader
4. Be the anti-leader
5. Be preferred (as in we are the preferred partner in a venture)
6. Own an attribute (this can be aspirational as well)
7. Own a cause (for example to eradicate poverty through micro lending)
8. Be special (proprietary technology falls in this category)
9. Use its history (for example craftsmanship from the hills of Romagna)
10. Use a carefully planned pricing strategy (for example Tiffany’s)

Read On

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Contributor 12

How LEGO Used Comics To Build A Community

 
Jake McKee Jake McKee
Chief Ant Wrangler, Ants Eye View & Former Global Community Relations Specialist, LEGO
May 28th, 2008
3 Comments

Perhaps the real challenge for organizations looking to find their unique personality is figuring out how to convince clients that newly discovered personality isn’t yet another marketing trick or sales tactic.

When I joined The LEGO Company in 2001, the makers of those ubiquitous plastic bricks had all but flat ignored the adult LEGO fans (AFOLs) for decades. These talented enthusiasts were artists, choosing an odd medium to be sure, but artists nonetheless. Because LEGO was a kid’s toy company, most colleagues didn’t see much reason to support this small market segment. But with the rise of internet and online community, they had begun to collect and connect and their minority voices were carrying new weight.

Almost immediately after I started, I began building a relationship with the adult LEGO fans (AFOLs). I sat in rooms around the world with small groups and large groups hearing complains and concerns about the way they’d been treated for so many years.

Read On

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Being faceless doesn't work anymore.
The Personality Project is an online collaboration to uncover the many ways that personality matters for brands and individuals to stand out. The site is inspired by the new marketing book Personality Not Included.
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Contributors

Rohit Bhargava Rohit Bhargava
Influential Marketing Blogger & SVP, Ogilvy 360 Digital Influence
Dave Balter Dave Balter
Founder & CEO - BzzAgent
Tony Hsieh Tony Hsieh
Founder & CEO - Zappos.com
Yvonne Lembi-Detert Yvonne Lembi-Detert
Founder & CEO - Personality Hotels
Premal Shah Premal Shah
President - Kiva.org
Sharelle Klauss Sharelle Klauss
Founder - DRY Soda
Amit Gupta Amit Gupta
CEO & Founder - Photojojo
Larry Smith Larry Smith
Editor & Founder - SMITH Magazine
John Bell John Bell
Managing Director & Executive Creative Director, Ogilvy 360 Digital Influence
Andy Sernovitz Andy Sernovitz
Author, Blogger & Co-Founder of WOMMA
Joshua Onysko Joshua Onysko
CEO & Founder, Pangea Organics
Jake McKee Jake McKee
Chief Ant Wrangler, Ants Eye View & Former Global Community Relations Specialist, LEGO
Valeria Maltoni Valeria Maltoni
Conversation Agent & Fast Company Blogger
David Avrin David Avrin
The Visibility Coach
Nedra Nedra Kline Weinreich
President, Weinreich Communications and Founder of Social Marketing University
Scott Scott Jordan
Founder, ScotteVest

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