Boomers Love Brands With Personality

Does your brand have a high Personality Quotient (PQ)? That's a key question because when you're selling to Baby Boomers, they consistently seek out products and services that are believable and likeable, just like the people they trust most. That's why one of your primary marketing goals should be to build a credible, friendly image using a variety of creative marketing communications, from advertising to PR to tweeting.

A brand's image is the personality that it projects. The best brand personalities are highly individualistic, while the worst try to be all things to all people and end up being buried beneath the clutter of the teeming marketplace. But build a strong PQ and, over time, consumers will embrace your brand as you gain an ever larger share of mind and market.

Many of the most effective image builders come from direct marketing. Take a pioneer like L.L. Bean and a more recent success story like Victoria's Secret, for example. These brands appeal to decidedly different market segments, yet, in their own ways, they've built highly individualistic brand personalities that their customers have come to know and trust. Their high PQs have helped them carve out a share of mind by standing for something uniquely important with their customers. That's why they continue to be successful, maintaining their fiscal fitness even when the broader economy falters.

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