International research by Harvard Business Review has documented that brands that are considered more “human” benefit from greater customer involvement, increased innovation, loyalty and a unique reputation. It pays to be human!
However, creating a human brand requires one to challenge one’s own perceptions and habits to create a new approach towards clients.
Developing the brand’s concept
People’s perceptions of brands have changed — including among us marketing geeks. These different opinions of brands and branding have held great importance in how we create connections between the producer and the client. The dominant opinion has been to see brands as an object, or even a concept.