Trader Joe’s and the Slow Death of Brand Personality

I believe brands should act in human ways and have a personality. In fact, I wrote a book on it more than a decade ago called Personality Not Included, and I have long used Trader Joe’s as an example of how to effectively create and share a personality. From their unique “Fearless Flyers” to the way they have retitled ethnic foods with slight variations of their brand name, I enjoy the way they bring their brand to life. This week, thanks to pressure from an online petition, they will remove th...