I have been reading a terrific book on marketing using personality - Personality Not Included by Rohit Bhargava. The premise is that great brands develop a personality that is about individuals interacting with the customer, not just people in a faceless organization, and is very effective when you have a strong product that your employees and customers get excited about.Obviously I am interested in this from FirstRain perspective but I have experienced a classic example in the last two weeks of how aggravating it can be when a company purports [...]