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Never name your chickens

Abstract: If you think of your brand in human terms, you’re probably not getting the most out of it.Whilst there is a considerable amount of evidence proving benefits to projecting human characteristics onto brands for the purpose of influencing the consumer, there is very little knowledge of the effect that the anthropomorphism of brands has on the brand owner. This paper will explore and highlight the dangers associated with projecting human qualities onto a brand and propose a model to redress the balance; brand husbandry.

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