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BrandTruth’s® algorithm uses the most scientifically validated and reliable psychological model to measure personality, according to the Association for Psychological Science, combined with decades of codified best practices in brand marketing.

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Five Factor Personality Model (FFM)

The Five Factor Personality Model (FFM) on which BrandTruth® is built is the result of decades of research stemming from the 1930s when personality trait theory was classified by psychologists Gordon Allport and Henry Odbert according to 4,500 terms from Webster’s New International Dictionary. 

Widely Tested

Over the years personality scientists continued to refine Allport and Odbert’s personality traits into what has become the widely accepted  five basic dimensions of personality refined by Lewis Goldberg  in 1990s. Digman’s Five Factor Model, the most widely empirically tested structural model of personality, organizes thousands of personality descriptors under each of five factors—conscientiousness, openness, agreeableness, extraversion, and neuroticism. 

Trusted Globally

The Five Factor Personality Model is so trusted that it is used by companies and colleges and universities around the world to determine the fit of prospective employees and students. 

First Marketing-Based Organizational Model

Now, BrandTruth’s® marketing experts have combined years of proven brand science with the Five Factor Model to develop the first marketing-based organizational brand personality model based on the following factors: conscientiousness (Mindful), openness (Creative), agreeableness (Agreeable), extraversion (Sociable), neuroticism (Resolute). 

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The Five Factor Model - Mindful, Agreeable, Creative, Sociable and Resolute
We have evidence that brand personalities can affect the very existence and strength of the consumer relationship. It is a powerful tool that is underleveraged and poorly understood.
~ Jennifer AakerProfessor of Marketing, Stanford University

The Truth Speaks for Itself

89%

of shoppers stay loyal to brands that share their values. (Fundera)

64%

of women and 68% of men have felt an emotional connection with a brand. (Consumer Thermometer)