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I'm afraid I disagree--I think brands have a personality that their PR department enhances by behaving in a way that impresses that personality on consumers. The degree to which this happens varies, of course, but take something like Ben and Jerry's, where the 'personality' of the brand overlaps with actual persons--brands often have a 'face' (make up and perfume, for example) who represent the qualities that the 'personality' of the product/brand wishes to have associated with it. What this means is that companies need to be canny enough to employ brand guardians who will endeavour to convey that brand personality in a personal way, but, in a way, not allow their own personality to interfere with that message, if it is at odds with the brand's personality. Much in the way people working in advertising don't necessarily believe in the product that they're promoting--the most ethical solution to this, of course, is to have employees who do embody the traits consistent with the brand's personality to do this work for you--a case in point is the difference between Simon and Schuster and Penguin's twitter feed: S&S tend to have quite a spammy, tiresome approach, where Penguin engages with readers more, focussing on the fact that people who subscribe to the feed, like them, love books and reading. Anyway, sorry to have rambled on--this is something I'm quite interested in myself, because I feel that I still haven't seen enough campaigns that manage to use social media to their greatest advantage and am eager to see whether this will change in the future.