I came across an interesting article from Package Design Magazine called Design as Theater. It's basically about incorporating personality into brands that will personally and emotionally connect with consumers. Based on what I've read so far from other sources, it seems like the idea of giving brands a personality has been understood and practiced for quite a few years. However, this particular article explains the actual method of putting these ideas into practice. Check it out at http://www.packagedesignmag.com/content/design-theater?page=0%2C0
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