#human brands

[alex-finechi-is-back]

Here’s the human versions of some video rental services and game rental services

(I’m gonna be getting around to drawing them later on, this is just concept designs)

[ddbeats312-blog]

Kraft appeals to the human, or rather, messy, swear-ridden side of mothering in their Mother’s Day spot, “Swear Like a Mom,” a part of their Make It Right campaign that celebrates perfectly imperfect parenting. Exuding a more human brand attitude offers a relatable experience for consumers. Through this campaign, Kraft is holding mothers’ hands, and telling moms that they care about them. Kraft listens, hears and understands mom-struggles, with which, they can empathize. Not only do they understand their audience, but they understand themselves - they are authentic in voicing what their junk-food offering truly is, yet, at the same time, knows it’s value.

[ddbeats312-blog]

More than ever these days, consumers are seeking brand relationships that go beyond the tap of Apple Pay. The lines between personality, purpose and profit are fading, and becoming continuous entities that brands must not ignore, but prioritize. Consumers are tired of a buttoned-up world and itch for a brand that can let their hair down and demonstrate some personality - one that can provide an authentic human experience - definitionally, one that is imperfect. 

Consumers have more access to content and information than ever before, as privacy has proved to be a privilege and an exposed life has become the new normal. Not only does this offer consumers the freedom to display content they identify with and believe in, but also to expose brand indecency at the click of a button. It is important now, now more than ever, to stand for something. In this cluttered world, where millennials are the celebrity target market, exposed to more than 5,000 ads daily, the paparazzi need a new approach. It proves necessary to build human values at the heart of your brand expression, which manifest seamlessly through all content and touch points. Transparency through an authentic and active expression of your brand’s identity and voice is necessary to remain relevant. 

This helps to build a lasting relationship with the consumer, even within a commoditized category. With the proliferation of endless inventions that satisfy needs you didn’t have a year prior, consumers are seeking more meaningful relationships with brands - consumers need a reason to remain brand loyal.  Therefore, products need to satisfy more than a need, but must offer an experience, feeling or relationship, anything you would experience through human interaction.

Be on the look out (here and elsewhere) for campaigns and spots that personify the imperfect human in all of us.

trendwatching.com

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Cover Girl’s latest campaign encourages women to stand up to the stigma surrounding applying makeup in public. The side-eye-judgment women receive when applying makeup in public is one of many subliminal messages internalized on a daily basis. Project P.D.A. - Public Display of Application, tries to change the direction of these pressures that inhibit women from acting on the harmless and natural habit of applying makeup in public. Style, music choice, taste in food & makeup - these are all elements of self-expression that should be able to be expressed openly. Makeup is a tangential depiction of your personality, meant to be seen. Why should women feel stifled from applying that funky red lip in line at the taco stand? This campaign is more than the promotion of P.D.A. Countless taboos exist in society, dictating how women should behave in public. By promoting this movement, Cover Girl is encouraging unapologetic self-expression of all kinds. 

[ddbeats312-blog]

Yoplait’s newest movement speaks to the struggles of motherhood, as they dub, “the first rule of motherhood is that someone is always judging.” Everyone, online, offline, parent or non-parent has their own parenting opinions that rarely hide behind a facial expression. This spot opens Yoplait’s new campaign, “Mom on,” with a scene that resonates closely to mothers - breastfeeding in public. When considering how this concept ties back to Yoplait as a yogurt brand, the last line of the spot taps into another parental struggle - the pressure to feed your children organic, free-range, GMO-free products. This risqué take calls attention to the fact that Yoplait’s products do not match up to these standards, but it is okay - it is okay because her little girl likes it! In this day and age, where everyone’s best version of themselves is plastered all over social media pages, portraying only the “perfect” moments and angles for the world to see, the pressure and stakes are high and rising, especially for parents. Appealing to the imperfect, real humans that we are is a take that will foster empathy and connectedness. Rather than shaming moms into feeling bad about some of the non-homegrown stuff they feed their children, or actions they have to take in public, Yoplait holds their hand, and says, “you’ve got this” - keep doing what you’re doing and ignore the haters. 

[ddbeats312-blog]

The promotion of authentic self expression is at the forefront of not only social issues, but also advertising movements. In introducing their first zero-alcohol beer, Heineken taps into this growing sense of individuality, inviting those who don’t prefer to consume alcohol at whatever occasion it may be. In a number of spots, Heineken expresses that they are open to not only your unique human expression, but all your preferences and choices on a daily basis.

[yabarbranding]

[siyez]

FLAWSOME’ın tanımı: Tüketiciler markalardan kusursuz olmalarını beklemiyor. Tam tersine onlar FLAWSOME* yani hatalarına rağmen harika olmayı başaran markaları bağırlarına basmaya hazır: hatalarını dürüstçe kabul edebilen, empati, cömertlik, tevazu, esneklik, olgunluk gösteren, espiri anlayışına sahip ve - nasıl desek - biraz karakter ve insaniyet sahibi markalar.