I came across an interesting observation about advertising recently. It suggested that companies don't really have personalities. People have personalities. Companies have brands. But the very best brands somehow become personalities in our minds.

And here's the part that caught my attention. You can't simply tell people what that personality is.

A company can't keep saying, “We're kind and generous,” and expect us to believe it. It can't announce, “We're innovative,” “We're trustworthy,” or “We really care about our customers.” Well, it can. We've all seen the commercials. But saying something doesn't make it so.

People have to experience it.

And somewhere along the way, I stopped thinking about companies. Because we d...

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