The imagery behind both of these personalities is appealing. As an engineer, in a company primarily composed of staff with engineering backgrounds, competency, reliability and intelligence are at the forefront of designed operation of the business. As a consumer I want to give patronage to organizations that can reliably and intelligently service the needs that I already know that I want, rather than organizations that try to sell me something that I do not think that I need. As a result, this brand personality resonates more strongly with me as a key decision making within the organization