Understanding brand personality through projective techniques
The B2B Research Blog
OCTOBER 31, 2016
In B2B markets brand personality is an especially important concept as ‘corporate fit’ is often an important consideration for B2B buyers – “are these people on my wavelength and can I see myself working with them?”. These techniques work by allowing people to express their thoughts about one thing by transferring them onto something else which they find easier to relate to and/or find sums up many thoughts at once.