Each of our brand’s personality traits is a deliberate choice, informed by the same extensive research that led to our positioning and attributes. The language used here to describe these six traits ...

But it is strictly an internal guiding statement never to be published in marketing materials. Brand attributes are key words and phrases that describe Hope College as it is and aspires to be. This ...

Brands are bought and sold separately from manufacturing facilities. Different brands often sell the same product with far different results. It's true that brand attributes should be consistent with ...

It is different for each person, whether they are a student, alum, faculty, staff or donor. Brand messages, which are based on our brand attributes, are the most important talking points or copy ...

Are you: All brands begin with competence. It’s a rational brand attribute because brands that are rooted in false promises will fail. Your competencies are the table stakes that get you into ...