Some big tech companies succeed….with personality. Bloomberg Boot Camp, a report on today's technology. A recent Harris survey of American consumers put Google on top…when it comes to corporate reputations. Number two…was Intel. Public Relations professional Rohit Bhargava says the rankings shouldn't come as a surprise. He is the author of a book about corporate personalities titled…Personality Not Included…

"One of the things that Google gets a lot of credit for is that they've really created this atmosphere around their company that makes people want to work for them. One of the things that I try and talk about a lot is that companies with personality are not just the ones that consumers connect with, they're also the ones that people actually want to work for. If you think about it, a lot of companies are purely based on the people. If you can attract the right people and get them to want to stay and get them to be proud of what they do, then that's really half your battle."

Another brand that exudes personality….is Apple…

"Apple's marketing is brilliant and they do a great job of giving all of their products this personality. And they have game changing products. And I think that a lot of people respond to that obviously and they're doing great and they sell a lot of products."

But he says there's another side to Apple…viewed by those in the tech industry as being cloaked in secrecy and more difficult to work with. For Intel, the author says, creating a personality has been more of a challenge…since it doesn't sell products directly to the public. Bloomberg Boot Camp, I'm Fred Fishkin.