---
title: "Jim Hardison – Page 2 – Character – Experts on Brand Character and Story"
language: "en-US"
source_url: "https://ipa1ewmwkdvx8gk.onstatic.studio/author/jhardison/page/2/"
content_type: "text/markdown"
---

### Author: Jim Hardison



















###
			[
				The Magic of Holiday Magic			](https://ipa1ewmwkdvx8gk.onstatic.studio/2022/12/20/the-magic-of-holiday-magic/)





“You’ve noticed what’s going on with Macy’s story?” Sara asked me. You remember Sara. We work together. She does jujitsu. “How they forgot to put



		[
			Read More »		](https://ipa1ewmwkdvx8gk.onstatic.studio/2022/12/20/the-magic-of-holiday-magic/)




			December 20, 2022

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###
			[
				Extra Extra! Where’s the Story in your Press Release?			](https://ipa1ewmwkdvx8gk.onstatic.studio/2022/11/17/extra-extra-wheres-the-story-in-your-press-release/)





I was on a video conference with a friend from a well-known brand the other day. Let’s call it ShopLand. We were talking about how



		[
			Read More »		](https://ipa1ewmwkdvx8gk.onstatic.studio/2022/11/17/extra-extra-wheres-the-story-in-your-press-release/)




			November 17, 2022

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###
			[
				Lost Soul: The Bones of the Hamsters			](https://ipa1ewmwkdvx8gk.onstatic.studio/2022/07/27/lost-soul-the-bones-of-the-hamsters/)





I was watching Hulu with my daughters when the new 2023 Kia Soul commercial, “Built for Whoever You Are,” came on. It features a trio



		[
			Read More »		](https://ipa1ewmwkdvx8gk.onstatic.studio/2022/07/27/lost-soul-the-bones-of-the-hamsters/)




			July 27, 2022

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###
			[
				Insights, Outsights, and Oversights			](https://ipa1ewmwkdvx8gk.onstatic.studio/2022/06/21/insights-outsights-and-oversights/)





This Heineken ad just came on, it’s called “The Closer.” On the surface, it’s about how they’ve built a bottle opener that is also a blue-tooth enabled



		[
			Read More »		](https://ipa1ewmwkdvx8gk.onstatic.studio/2022/06/21/insights-outsights-and-oversights/)




			June 21, 2022

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###
			[
				Out of Context: How not to test a brand character			](https://ipa1ewmwkdvx8gk.onstatic.studio/2021/12/14/ut-of-context-how-not-to-test-a-brand-character/)





“What was that movie you worked on with Stephen Spielberg that one time?” my friend Jim asked me out of the blue. Not the Jim



		[
			Read More »		](https://ipa1ewmwkdvx8gk.onstatic.studio/2021/12/14/ut-of-context-how-not-to-test-a-brand-character/)




			December 14, 2021

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###
			[
				Ted Lasso and Other Well-Designed Brand Characters			](https://ipa1ewmwkdvx8gk.onstatic.studio/2021/09/24/ted-lasso-and-other-well-designed-brand-characters/)





I was eating popcorn and watching the Emmy’s with my friend Jim. Yes, we are both named Jim. Anyway, we were watching the Emmy’s when



		[
			Read More »		](https://ipa1ewmwkdvx8gk.onstatic.studio/2021/09/24/ted-lasso-and-other-well-designed-brand-characters/)




			September 24, 2021

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###
			[
				Jeff’s Parting Gift: The Value of Conflict			](https://ipa1ewmwkdvx8gk.onstatic.studio/2021/04/21/jeffs-parting-gift-the-value-of-conflict/)





My daughters and I just finished reading Jeff Bezos’s final letter to shareholders as CEO of Amazon. Not for fun. We’re a weird family, but we’re not



		[
			Read More »		](https://ipa1ewmwkdvx8gk.onstatic.studio/2021/04/21/jeffs-parting-gift-the-value-of-conflict/)




			April 21, 2021

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###
			[
				“Alexa, who’s the wife?”			](https://ipa1ewmwkdvx8gk.onstatic.studio/2021/03/11/alexa-whos-the-wife/)





I was streaming a show the other day with my daughters when a commercial for Amazon’s Alexa came on. I remember that brief golden age



		[
			Read More »		](https://ipa1ewmwkdvx8gk.onstatic.studio/2021/03/11/alexa-whos-the-wife/)




			March 11, 2021

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###
			[
				Feel the Blur: The 2020 Year in Review			](https://ipa1ewmwkdvx8gk.onstatic.studio/2021/01/04/feel-the-blur-the-2020-year-in-review/)





Of course, this past year was not your average year. It’s not every year you find businesses encouraging their would-be consumers not to buy. Like



		[
			Read More »		](https://ipa1ewmwkdvx8gk.onstatic.studio/2021/01/04/feel-the-blur-the-2020-year-in-review/)




			January 4, 2021

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###
			[
				Finding Your Brand Voice			](https://ipa1ewmwkdvx8gk.onstatic.studio/2020/08/26/finding-your-brand-voice/)





By brand voice, we mean the tone and character in which a brand communicates—the qualities that convey its distinct and, ideally, engaging personality. Many brand



		[
			Read More »		](https://ipa1ewmwkdvx8gk.onstatic.studio/2020/08/26/finding-your-brand-voice/)




			August 26, 2020

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