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Why brand personality matters more than ever

When Callaway Golf recently faced criticism over a social media campaign created with golf brand Good Good Golf, much of the discussion centered on creative judgment and approval processes. Marketers asked a familiar question: How did this get approved?

A more useful question is whether the brand had clear personality guardrails in place to identify potential issues before the campaign reached the market. The underlying strategy may have been sound, but that does not necessarily mean the execution reflected the character customers associate with the brand. In many cases, creative failures are not positioning failures. They are personality failures.

Why brand personality matters more than ever | Marketing Dive

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