Question

Topic: Student Questions

Why Are Brands Getting More Humanlike?

Posted by Anonymous on 12/6/2004 at 6:27 PM ET 125 Points
21st century is full of humanisation instead of mechanical. Brands are also moving in that direction. Is this a passing fad or a trend here to stay? what does it mean for the brand - localisation or internationalisation? And is this applicable to all businesses or certain ones like FMCG?
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  • Posted by ReadCopy on 12/7/2004 at 2:32 AM Accepted
    Because brand marnagers are starting to realise that peope but from people and not from companies!

    The majority of purchases are Emotive buys, so you will find savvy brand managers starting to put human emotions into brands, and creating brand personalities that we all recognise.

    Good Luck
  • Posted by SRyan ;] on 12/7/2004 at 3:46 AM Accepted
    This isn't a fad or a trend.  People have ALWAYS attributed human qualities to non-human things -- a goldfish, a house, a computer, a mountain.  It's how we relate to our world.

    The implication for a company?  Capitalize on that natural tendency.  Be aware of the "personality" that customers have gilded your brand with, or create a face and voice for it yourself.

    - Shelley  ;]
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