One can often trace the sources of a brand personality - here it is the advertising, there the pack, somewhere else some physical element of the product. Of course, the personality is clearest and strongest when all the elements are consistent.
Stephen KingA scary movie puts a lot of people, a mob, in one place. There are advantages to that because the panic runs through the audience. If it's a good movie, the fear jumps from one person to the next. You can find yourself screaming just because everybody around you is screaming. There's a real atmosphere of terror. It's also visual, which means that you can't look away from this thing - it's happening. You're in the dark. It's like a nightmare. It's like a dream. It's very, very visual. It works on all those levels.
Stephen King