6 Human Attributes of Human-Centric Brands (Kotler)

Brand Personality
Knowledge Center


Next Topic

Brand Personality > Forum > 6 Human Attributes of Human-Centric Brands (Kotler)

🔥NEW 6 Human Attributes of Human-Centric Brands (Kotler)
Shubhi Kotiya, Management Consultant, Germany, Premium Member

In marketing, it's being said for a long time: 'The Customer is King'. In the digital era, this saying is truly manifested. Marketers now need to adapt and create brands that behave like humans - approachable and likable but also vulnerable. Human-centric brands treat customers as friends and become an integral part of their lifestyle. As explained by Kotler et al., when they want to influence customers as friends brands must possess 6 human attributes:
  • PHYSICALITY: Brands with a stronger physical attraction have more influence on customers. Physical attraction can come from brand identities like well-designed logos and well-crafted taglines among other things. For example, Apple excels in its industrial-product design and also in its user-interface design.
  • INTELLECTUALITY: Intellectuality is closely related to the ability to think beyond the obvious and to innovate. Brands with strong intellectuality are innovative and have the ability to launch out of the box p (...) Read more? Sign up for free

Please register now to read all responses and to join this discussion yourself. It's easy and 100% free.

Sign up for free     Log in

Human Attributes and Human Centric Brands
srinivas, Lecturer, India, Member

(...) 26-3-2020

Special Interest Group Leader

Interested? Sign up for free.

Brand Personality
Best Practices

    Brand Personality
    Knowledge Center


    Next Topic

    About 12manage | Advertising | Link to us / Cite us | Privacy | Suggestions | Terms of Service
    2020 12manage - The Executive Fast Track. V15.4 - Last updated: 31-3-2020. All names of their owners.