Jackson: Great brands spike in two of five core personality dimensions
Arielle Jackson · The art of building legendary brands | Arielle Jackson (Google, Square, First Round Capital) · Aug 18, 2022 · at 1:04:40
Arielle Jackson is discussing brand strategy frameworks for early-stage startups and referencing Stanford professor Jennifer Aaker's research on brand personality.
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“The first part is based on some academic research by Jennifer Aker. And it basically analyzed the top brands in the world and figured out that all brands can be segmented into five dimensions of brand personality and that really strong brand spike in two of the five.”
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