Here is a question.

People have personalities
Brands have personalities
If they fit, chances are people will identify with the brand and therefore want to use it.

The key is to determine whether the fit in personalities is relevant enough for them to want to use the brand. And whether it will dominate the functional and pricing aspects of the brand. And to determine at what level a category operates in a persons’s life. For example, to a teenager a soft drink may play a bigger role than car insurance. To a twenty something the beer s/he drinks with friends can be more important. But to someone in their 40s/50s car insurance could be more
important. This can also differ by culture, ethnicity and so on.

The challnege then is to determione whether the fit in brand and user personality is relevent/levergeable and therefore will create an appeal for the brand.

Would welcme your thoughts on this.

Regards,
John