6 Human Attributes of Human-Centric Brands (Kotler)

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Shubhi Kotiya
CxO / Board, Germany
🔥NEW 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 products & service (...) Read more? Sign up for free

Lecturer, India

Human Attributes and Human Centric Brands

To attract customers, both individual and as a gro (...)

  Maurice Hogarth
Consultant, United Kingdom

Human, Business & Brand

I presume that likeability has always been a requi (...)


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