ABSTRACT
Rene Bunnel worked in Silicon Valley as a technologist. She had created Emoto-artificial intelligence (AI), a service that helps brands build deeper relationships with their target audience. The results of the AI analysis are a way for brands to tell stories that reflect character traits held in common. Examples of character traits include prudence, spirituality, open-mindedness, love of learning, love, creativity, hope, humility, leadership, humor. Positive psychology developed 24-character traits that have been validated in research conducted over decades. Like Fundamental Human Beliefs, character traits are universal, create meaning and motivate the behavior. On one level, character traits research is another way to validate the brand building process. On another level, positive psychology broadly and character strengths specifically show promise about ways science can expand the brand building tool box and its moral compass. For example, Netflix can easily expand its entertainment brand to compete against games and social media brands like YouTube and Tik Tok.
