At some point in time, we’ve all been part of (maybe even the cause of) a break in the personality of the brand. Taking something personally about what’s ‘wrong’ or ‘needs improvement’ and not listening. And, online and offline continue to get closer to a single experience, brand personality (and the personalities of people within a brand) are changing. Jess Dewell and Dr. Richard Schuster discuss problems that can crop and indicate there are personality flaws in a brand.