Is Your Brand a Living Entity?

Effective Twitter strategies are helping some companies, such as Starbucks and Whole Foods, give their brands a special status and personality among these young adults. These brands transcend their status as things and become seen, through their Twitter presence, as living entities with thoughts and feelings; such a brand becomes, in effect, what we call an entified brand. Brand entification is seen as a new and more powerful adaptation of brand personality for the microblogging, social media environment.