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The Human Brand

24 Mar 2005 13:165 commentsBizLike

Are the creators and custodians of brands in touch with their own humanity?

Companies serve human beings, not that anonymous concept called a customer. And in order to serve human beings, surely the company needs to be represented by a human brand? Do brands not want to become their customers personally chosen friends?

I expect my friends to communicate with me authentically. An open and authentic voice doesn't require a contrived effort to match that which is currently popular. Social trends may well be a knee jerk reaction to previous censorship or suppression. I suggest that the new brand challenge is to know itself. How well do the creators know themselves? See www.emerging.co.za/blog/index.php and follow the links through to the Human Brand.


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nightspeed	hmmm- Nice site Kerry Have you looked at Kevin Roberts's rants about 'love marks'? I pray that you are right about the role of authenticity, though i fear the cynic in me thinks most people are still, and will for a long time be, most friendly with those who most tell and show them what they most want to see and hear, sometimes that includes honesty, often not. The optimist thinks this is all the more reason to prove the cases of integrity, ethics and for that matter morals. The moral perspective creates a big question mark around the discipline of branding, for me. If you look at the similarities between branding and patenting, both concern ownership and both favour the large corporates, both can very successfully enshrine and protect less than honourable practices – think patented pharmaceuticals, think GM and think sweatshops. Especially in a developing economy such as ours, how do we get beyond playing catch-up? Posted on 26 Mar 2005 12:23 Like Reply Report
mkter	The brand issue...- A good brand will always form the product-represented personality. Consistency being the key,that is positioning of the brand must be consistent with the way its value is promoted. Product extentions, which are not consistent with the promise, may require a separate brand name. I think human brands are now more evident within the financial service industry, The market is now segmented in such that a more personalised offer is presented to each customer. This means having all your financial needs being sorted out at one central point by a CRM who understand your financial background thus offering a tailored solution. Regulations such as the Basil 2, FICA and the likes ensure that the dealings are ethical. This makes Standard bank personality, for example, as being easy better faster more consistent with the service a customer receives from any of their branches. This will require training, monitoring and offering just rewards to staff members maintaining and improving these standards. Posted on 29 Mar 2005 11:32 Like Reply Report
critic	simpler, better, faster, whaaa haaa haaa!- a snazy label + crap product still = crap - simpler, better, faster, sure, I'm yet to meet someone who actually falls for that one - take their atm's, programmed to spit out money first, then the slip, then your card - by the time absent minded you is allready half way down the block - oneday someone should please tell Std bank about user centred design, and the role of 'closure' in interface design. Posted on 31 Mar 2005 12:13 Like Reply Report
mkter	Move with times boet...- Who cares much about ATM's, boet we are moving towards a cash-less society (SMART CARDS). Try using EFT, internet banking; telephone banking;and the likes insteard of using atm's. 'tis simpler better faster. Posted on 1 Apr 2005 15:31 Like Reply Report
mkter	move with the times...- The point was not to see how much you hatrede of the brand is blarring the obvious... Move with times,a cash less society is where we're headed (Smart cards) instead of using ATM's try EFT; internet banking; telephone banking; and the likes. 'tis easier better faster... Posted on 1 Apr 2005 15:41 Like Reply Report

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