Stockholm (HQ)

Maria Skolgata 83
Stockholm, Sweden

The details

Can certain personality traits be bad for a brand?

Superman or Lex Luthor? Good or evil? Does it matter if your brand exhibits the same personality traits as a supervillain? Our latest whitepaper takes you through why being perceived the same as a so-called baddie can actually be beneficial in a highly competitive market. Distinctive brands who know who they are stand the test of time.

The research starts with takes 14 famous superheroes and villains, 10 clothes brands, and 10 car brands. These are then measured and analysed using our proprietary solution Brand Touch. Parameters such as extroversion and agreeableness were evaluated, plotted, and graphed to create a detailed analysis of where each sits on the scale.

So you’ll be able to find out if Gucci​ is more Batman or the Joker, and if Tesla is more Wolverine or Magneto.

We will also be hosting a webinar on this topic Thursday 22nd June 2023. Sign up here.

Superman and Lex Luthor's Brant Touch maps
Register now to receive a copy of the whitepaper when it is released