We are not the only "who"

Whether we are marketers or consumers, each of us has a fundamental relationship with others that colours all our perspectives, decisions, values and actions. As marketers, when we see others as separate from ourselves, they become depersonalised and generalised. They cease being individuals and turn into numbers, demographics and statistics. When

Working with and thinking about the human dimension has always served us well because it means we understand the final recipient.

Working with and thinking about the human dimension has always served us well because it means we understand the final recipient.

“It’s important for a brand to be human.” To be human. Humans experience emotions. Humans create art. Humans provide and receive inspiration. Humans take risks. Humans empathize. Humans tell stories. Humans build movements. Humans work as a team. Humans make memories. And humans close the distance. Your brand is more than a collection of products a

“People like us do things like this,” the “us” matters. The more specific, the more connected, the tighter the “us,” the better. What the marketer, the leader, and the organizer must do as their first job is simple: define “us.” When you say “People like us donate to a charity like this one,” you’re clearly not saying it to everyone. Everyone is no

In the end, we’re all in the same business: people to people. None of us sell to companies; we deal with the people (consumers) inside these companies, who have the same motivations, challenges, and emotions as any other person.