Brand PersonalityIn 1997, Aker defined brand personality as "The set of human characteristics associated with a brand." (Aker, 1997).Cold Stone began in 1988 as a "new ice cream concept" and, although it was not the first ice cream mixing company (Eli Protony), it successfully managed to create the buzz needed to generate a public image being a leader. The fresh ingredients used in their shops combined with the style of their employees and their “like a song” welcome line give the place a happy, exciting and young atmosphere especially when you consider the acrobatic way in which their premises are filled of ice cream. The image of the shop is far from that of a normal ice cream shop; it's a place that will definitely make you happy. They will sing to you, dance, jump and smile and at the end they will offer you an incredibly delicious treat. In 2002, Cold Stoned partnered with the Make-A-Wish Foundation to launch a charity program funding over US$100,000. Which was clearly intended to give the company social, loving and generous traits, especially since the program went very well and in 2003 Cold Stone was the first company ever to raise up to $340,000 for the Make-A Foundation -Wish. The company further emphasized the socially conscious image and managed to raise more money in 2004 and 2005. The company has successfully managed to be perceived as the “good” ice cream company. In 2006, Cold Stone entered the smoothie business and managed to take the lead in the booming smoothie market, giving it a fresh, up-to-date and intelligent corporate image. The "love it love it" campaign was launched in 2007. It was focused on the love and passion for ice cream. The promotion emphasized the emotional aspect, everything revolved around how much people would love... middle of paper... social approval would increase, and this could positively influence customers' self-respect, since being positive for the environment. If these campaigns focused on customers as a social responsibility and engaged customers by creating an environmentally friendly and healthy eating community, customer, personal satisfaction and loyalty engagement levels would increase. Advertisement Because Cold Stone wants to build a strong relationship with customers, it launched the mobile coupon program, where customers can send the word cream to a certain number, then they can receive a free scoop of ice cream. this way of advertising was done to increase sales in the store. Cold Stone has found success using mobile marketing and promotion. ''Love it love it'' campaign was released by Cold Stone, to test customers' love for ice cream. every cold stone advertisement has its own story.