A peculiar question, considering most of our brands are inanimate objects. However, when it comes to promotion, personifying your brand does equate to increased sales, and in terms of the non-profit world - donations.
Take, for example, one of my favorite Brands - Apple. Now, their products do rock, but you would think that an average consumer would be hard-pressed to drop $500+ on an iPad or iPhone. However, with the way the Apple retail outlets are laid out, to the utilization of the late Steve Jobs, etc., Apple has been able to create a brand that has a humanistic appeal.
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