Estimated reading time: 4 minutes
Brand, talk to me, love me, make me feel important!
Good morning, everyone! Those that have been reading my posts for a while now already know some of my concerns: trying to illustrate in one way or another the trends and the transparent lines of the brand/corporate reality nowadays, always from a digital and innovative viewpoint.
I read everything I come across on business trends and try to explain it from an approachable perspective, applicable to your work or business.
Today, I’m going to talk about humanization. Against a difficult backdrop of recession like this, as consumers, we want brands/products to show their human side. Seth Godin defines the new marketing as “extending the narrative”, bringing us closer to the consumer/customer/supplier/employee from a human side.
We delve into the concept of “sociality”, in other words, hyper-communication through the digital media, with special importance given to enterprise or private social networks, fantastic tools for this task of humanization.
Rigid environments in enterprises are disappearing, leaving way for environments that are open to dialog and crowdsourcing. We demand to be allowed to participate, we want to share, this is the new reality.
Jorge Rodriguez-Guerada and Kognitif show what I’m talking about in images: a thousand faces of the brand, a thousand faces of the company. We cannot forget people!
- Become social
- Become digital
- Create participative environments
- Dare to show your flaws
- Let others give their opinion
- Let others help to build your brand/company
- Show your human side
Combined with this reality, we find the concept of “dealer chic” or “smart shopping”. Our customer and our channel must perceive a return in satisfaction that is much greater than that paid. We don’t want to pay more than what we consider right, and we want always the best treatment.
- Social networks
- Customer service digital channels
- Social branding
… these are the tools that will help us achieve this goal, which, when it comes down to it, shows what the digital world has managed to achieve: democratize prescription. We are all important!
The present is human, the future is human and now more than ever, we want to see how the brand/company is interested in us.
The race of “lovemarks” has started. Are you prepared for the challenge?