I’m super passionate about the importance of Brand Humanization, that mix of culture, community and corporation which can create magic for employees and shareholders, or signal trouble, not only in the ranks, but in the larger world of brand reputation. There is so much happening in this arena right now. It’s very cool really.
On the one hand we have TOMS Shoes, the oh-so-hip shoe brand with a huge social network sustained by a very human brand with a cause. TOMS hits all the high notes in Brand Humanization. It leverages the power of social networks and attracts a growing community of consumers – brand advocates – who are continually energized by the brand’s charitable mission. TOMS fans trust the brand and its purpose; they see no conflict in spending money on TOMS shoes, because each pair sold triggers the gift of a second pair to a poor child.
February 12, 2016 in Marketing