Brands ARE HUMAN TOOWell, atleast the really good ones are…
All brand names mentioned and logos/pictures included in this presentation are registered trademarks of theirrespective owners and are legally protected. Their inclusion in this presentation is only for the purpose of illustration and analysis. The citations in this presentation are not all my personal thoughts and have been curated from various thinkers on the subject.
We are in the twilight of a society based on data. As information and intelligence become the domain of computers, society will place more value on the one human ability that cannot be automated: emotion. Imagination, myth, ritual rich – thelanguage of emotion – will affect everything from our purchasing decisions to how wework with others. Companies will thrive on the basis of stories and myths. -Rolf Jense Copenhagen Institute for Future Studies
Human brands Today, brands need to be becoming more and more like humans. Be it Coca Cola’s efforts in various countries around the globe or P&G’s consumer advocates who areempowered to develop the skills to become subject matter experts – human brands are winning Humans are hard-wired to respond to human traits. So, what does it take to WIN as a human brand?
Humans : More conscious ‘Brands will be built on cultural and social missions,not commercial propositions. What actually matters topeople is having a point of view on the world, a cultural mission to rally around.’ ‘What would a brand do if diagnosed with just one year to live?’
Whole Food’s YouTube channel Thrive features fascinating, insightful stories from people who share their personalaccounts of sustainable urban farming, organic cooking and family legacies built around good eating.The utility in these content experiences is clear: what you seeinspires you to do things that can better your life, empowered by people you can relate to – Whole Foods shoppers and the food growers themselves.
Humans : More Generous ‘Until brands push past messaging andstart more consistently providing people with ideas, emotions, actions [andutility], they should expect the consumer to avoid eye contact and walk right by’ Ajay is a generous human
Life Goes Strong, a joint venture of P&G and NBC Universal, is a network of websites that provides lifestyle content for the 40-plus crowd. For example, couples who are seeking guidance on relationships, parenting, or even matters ofdivorce, can get firsthand advice from people who are actually going through these experiences and detailing them as they happen.
Humans : better stories ‘Whereas corporate communications typically come in sporadic,repetitive campaigns, we tend to prefer ongoing stories with depth and complexity. People’s stories are more coherent and compelling – they’re made up of related smaller accounts that form an evolving narrative.’‘If you are going to invite yourself into someone’s living room you havea duty not to shout at them or bore them or insult their intelligence. On the other hand, if you are a charming guest and you entertain them oramuse them or tell them something interesting, then they may like you a bit better and then they may be more inclined to invite you over again.’
Red Bull has been a frontrunner in the storymaking game since the brand began placing large cans on the rooftops of cars in local neighbourhoods. Using the metastory theme of adventurouspursuit, the brand has done everything from creating its own sport (Flugtag), to putting on breakdancing contests, to outfitting adventurers with tools to blog about their exploits, to building an innovation platform for inventors : Red Bull Creation Red Bull also acquired its own TV network so it could broadcast these stories and launched a magazine showcasing these experiences as journalistic stories.
Humans : smaller‘We used to rely on the security of big companies. That’s why we worked for them. And hired them. And put our money in them. But with therecent collapse all that’s changed. Now it’s a risk to do business with the big ones. We simply don’t trust companies anymore. We trust people. Small is the new big. Sustainable is the new growth. Trust is the new competitive advantage.’
Small means the founder makes a far greater percentage of the customer A small law firm or accounting firm or ad interactions. agency is succeeding because they’re good, not because they’re big. So smart Small means the founder is close to the small companies are happy to hire them.decisions that matter and can make them, quickly. A small restaurant has an owner who greets you by name.Small is the new big because small givesyou the flexibility to change the business A small venture fund doesn’t have to fund model when your competition changes big bad ideas in order to get capital doing theirs. work. They can make small investments in tiny companies with good (big) ideas. Small means you can tell the truth on your blog. A small church has a minister with the time to visit you in the hospital when Small means that you can answer email you’re sick. from your customers. Small means that you will outsource the boring, low-impact stuff like manufacturing and shipping and billingand packing to others, while you keep thepower because you invent the remarkable and tell stories to people who want to hear them.
Humans : more accountableSincerity and “I know that many tears were shed today, both by laid-off and non-laid-offaccountability employees alike. Given our family are crucial culture, our layoffs are much tougher emotionally than they would be at many when facing other companies. I’ve been asked by some tough times: employees whether it’s okay to twitter about what’s going on. Our Twitter policy remains the same as it’s always been: just be real, and use your best judgment.” – Tony Hsieh of Zappos
Humans : more foolish‘Without a few scatterbrains on the payroll, innovation would never happen. New ideas come from divergent thinking, not convergent thinking.’‘The new kinds of successful mass brand do what luxurybrands have done previously: give you little bits of magic that nobody will probably ever see.’
Pariket Doshi Email : email@example.comConnect at : linkedin.com/in/pariketdoshi