Humanizing Brands

I think this a time when marketing needs to enter into a more human space. With the constant aggressive modes of selling at every conceivable platform, we've reduced ourselves to a mere component of a business transaction, either we are buyers or sellers. The digital media especially is all about page views, clicks and shares we garner. Not that there's anything wrong with it, but the moment we shrink ourselves to fit in the mind state of blinkered dealers, we let go of deeper perception and subsequently dodge our chance at meaningful relationships. We lose the sight of the reasons for doing what we do and rather foolishly pursue the fatalistic goals of numbers and figures. What is often lost in the process is the soul, the 'raison d'etre' or the 'reason for being' of all our endeavors. I think it's time we channelize our efforts into establishing genuine bonds- doing something for the smiles, or for connecting with each other. Let's treat each other sans business tags, as persons capable of reflections, thoughtful decisions, and discerning minds. I am surely a vital page-view for you, and I don't mind being one as long as you don't take my intellect for granted and force down your services on me without my consent. I know consent is quite a laughable idea when it comes to the online world with ads, pop-ups, data analytics invading into your personal lives and collecting data to better serve you. My life has definitely been made much easier thanks to these intelligent algorithms rigorously working to predict my needs in advance also at times dictate them to me, but having a machine tell me what I've been thinking without even having uttered a word out is rather chilling. In view of such circumstances, let's slow down a bit and take a more traditional approach to doing business. This may sound too idealistic but in this practical world hurtling at an unnerving pace towards a robotic future, asserting our control over elemental emotions would strengthen our communities and help us truly prosper.

Humanising a brand will always pay off and it'll also blur the boundaries we set between our professional and personal lives and consumers wouldn't even mind that. This isn't a radical idea. Brands already are doing that. Some succeed, some don't. Amul is one such in India that has consistently fared well in this department with its well-timed advertising syncing with social issues that always resonate with people. What has particularly worked for them is the consistency with which they've shaped their advertising over the years. British Airways came up with one of the most heart-warming campaigns titled 'Fuelled by love' in which they presented a real-life customer experience story that powerfully drove a human-centric message of cabin crews personally connecting with customers which tugged at our heartstrings. This is a perfect example of the blurring of boundaries between business and real life by focusing on an enriched customer experience.

A brand that is conversational, where even the CEO doesn't mind replying to a customer's tweets (Yes, that will instantly endear me to the brand irrespective of how it is), that always roots in human values and has a distinctive personality and of course, goes without saying, has some great product or service to offer, will glide into a customer's life with much ease. We wouldn't be part of a transaction but rather be fellow beings sharing a common story grounded in shared values. Let's humanize, let's connect. Brands or otherwise. Thoughts?