Like any person, a brand has a physical ‘body’: in P&G’s case, the products and/or services it provides.
Also, like a person, a brand has a name, a personality, character and a reputation.
Like a person, you can respect, like and even love a brand. You can think of it as a deep personal friend, or merely an acquaintance.
You can view it as dependable or undependable; principled or opportunistic; caring or capricious.
Just as you like to be around certain people and not others, so also do you like to be with certain brands and not others.
Also, like a person, a brand must mature and change its product over time. But, its character, and core beliefs shouldn’t change. Neither should its fundamental personality and outlook on life.
People have character … so do brands.
A person’s character flows from his or her integrity: the ability to deliver under pressure, the willingness to do what is right rather than what is expedient.
You judge a person’s character by his/her past performance and the way he/she thinks and acts in both good times, and especially bad.
The same is true of brands.”