Knowing your temperament can transform your life, it can help you understand why you do or don’t feel comfortable in certain situations and it can help ensure your success in the future. Self-help books have been talking about this for years but there has been a recent resurgence in individuals wanting to understand their minds and mentalities better. We’ve noticed brands start to engage with this topic by positioning themselves as either introverts or extroverts:
Quiet: The Power of Introverts in a World That Can’t Stop Talking
Susan Cain shows how the brain chemistry of introverts and extroverts differs, and how society misunderstands and undervalues introverts. She explores the role in which introverts can play in the world and also how introverts and extroverts work best together.
Listerine: Study of Bold
Listerine conducted some research on their consumers called the “Study of Bold”. They deduced that people who use Listerine are more likely to do bold things. They celebrate the extrovert and associate their brand chiefly with them, somewhat alienating their counterparts.
Axe: Bring the Quiet
Axe claim that the world is getting louder. Their new fragrance for men is aimed at making an impression without going over the top. It embraces the understated introvert and completely rejects their once loud and excessive “lad” following. Their website subscribes a daily dose of simple and original music for their introverts.
Why this is interesting….
With the rise of self-help books and purposeful mindfulness we are becoming ever more conscious of what makes us unique and by engaging with the introvert/extrovert debate, brands are establishing themselves as part of this world. However they should take caution not to take too much of a polarizing stance as they may risk alienating those that do not associate themselves with what they stand for.