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Get Real
By: Kaitlin T. Gallucci
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Consumers’ expectations for brand communication have risen to a new high. Subsequently, brands are continuing to improve their communication skills. How exactly can businesses successfully converse with consumers? By behaving like people.

IDEO Communications Designer Elle Luna recently spoke at The Designer Fund’s first-ever Designer Fair, explaining, “Today, brands are becoming more and more like humans. They’re taking on more and more human-like traits…We are hard-wired to respond to [human] traits…like honesty, openness, and humor.”

Advertising guru Paul Feldwick has also written on the topic. As he explains, brand communication is like a brand inviting itself into someone’s home; as a guest in someone’s home, the last thing a person should do is repeat and rehash the same messages over and over again. Nor should a guest bully his or her host into listening. Feldwick writes, “if you are a charming guest and you entertain them or amuse them or tell them something interesting, then they may like you a bit better and then they may be more inclined to buy your brand.” If a brand is a rude guest, it can’t expect to be invited back by its host any time soon.

How personable is your brand?


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About the Author
Kaitlin T. Gallucci is a New York based direct and digital marketing strategist. She tweets here.
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