Based on decades of work and years of research, the eight Persona Factors have become universally recognized as the strategic platforms of any brand. They are now taught in schools and used by marketers around the world.

These principles are universal to EVERY industry. To some extent they are used widely. Only Persona uses ALL of them in their work, from creative executions to formal Persona Planning. And only Persona has the entire matrix of research, benchmarks and methodologies that can ensure high momentum Image Marketing.

A light study of the eight factors is presented as eight chapters of the best-selling book, The Persona Principle (Fireside and Simon & Schuster).

To learn more about the eight factors, feel free to contact one of our consultants. A short eight-case study presentation is available.

For each of the eight factors we’ve established a body of research and benchmarks which allow you to index or compare to your competition.

Aside from the “common sense” wisdom contained in these principles, in our methodology we address each and every factor strategically and tactically in planning and creative executions. Click on any of the factors below to find out more. Make it your mission to deploy the factors in all your brands. Each factor is dependent upon the other. Find a way to use all eight factors to ensure your success. Make sure your creative teams have expertise in these areas as well.

To fully exploit the value of these factors, or the eighty-eight tactical Persona Codes, we recommend at minimum a CogniMATRIX Exploration and Plan. For important brands, we suggest a Persona Plan®. 

Persona Factor 1

The Image Factor
The Image of success has more value than tangible success.

Persona Factor 2

The Reality Factor
Your image must be based on truth.

Persona Factor 3

The Custom Factor
Build your Persona based on your goal then customize your image based on your unique selling proposition to your unique audiences.

Persona Factor 4

The Credibilty Factor
Your persona must be believable and based on values with which your target audience can empathize.
Note: This is the most important factor, so important we’ve created the world famous Persona Credibility Index (PCI). Don’t use intuition in planning or executing to this important factor.

Persona Factor 5

The No-Compromise Factor
Your Persona, once established, must be treated as a set of rules that may never be broken.
Note: without perfect consistency there can be no equity.

Persona Factor 6

The Growth Factor
If you follow Persona methodology, your endeavour with grow at a compound rate until, at maturity, equity grows on its own.

Persona Factor 7

The Research Factor
No success can be obtained without CORRECT research and analysis.

Persona Factor 8

The Independence Factor
Persona must live. You give birth to a perfect child (through research and planning and execution), nurture your child (through consistency) and then allow Persona to live free of its creators.

Tip

Persona's developers have built a matrix of planning tools, indicators and proven tactics designed to exploit each of these factors in both CogniMATRIX and Persona Plan. If you feel you need to go straight to execution without research and plan, we recommend careful study of the 8 Persona Factors and the 88 Persona Codes and skillful creative execution with all factors given equal weight.

Books by Persona's Marketing Strategist Derek Armstrong

Coming in 2008-9

• Blogvertise. Journalsize. How to Advertise for Success Online With No Money. ISBN 9781601641625 — Kunati Books — Cloth $24.95 Fall 2008
  

• MADicine — ISBN 9781601640178 — Kunati Books — Cloth $24.95 Spring 2008  "In his follow-up to the excellent The Game (2007), Armstrong takes on a whole new set of challenges....Armstrong blends comedy, parody, and adventure in genuinely innovative ways." Booklist
• The Last Quest — ISBN 9781601640116 — Kunati Books — Cloth $24.95 Fall 2008 — Sequel to the immensely popular The Last Troubadour
  

Currently in Print

• The Persona Principle — ISBN 9780684803695 — Paper $20.00 — Simon & Schuster "Shows you how to succeed in business on Image alone." Dayton Daily News
• The Game — ISBN 9781601640017 — Kunati Books — Cloth $24.95 "Sexy" Publishers Weekly "Keeps us chuckling. An author to watch." Booklist "Darkly humorous thriller." Library Journal
• The Last Troubadour — ISBN 9781601640109 — Kunati Books — Cloth $24.95 "Brilliance....an author of abundant talent" Booklist "A work of Art" Aeclectic

• Profile and blog on Amazon
• Blog on Kunati's site
• Last Troubadour personal site blog
• Derek Armstrong's Myspace Blog
• Of interest, related to The Last Troubadour
• Buy online: The Persona Principle — The Last Troubadour — The Game