Welcome to the world of co-creation, where customers are no longer a passive audience, but active co-producers who are defining and refining a brand’s value proposition.
Humanizing a brand can be a highly successful marketing strategy—unless you're targeting people who want to express their own uniqueness.
In the fashion world, ugly has somehow become a signal of taste, of the good life, of luxury and prestige. New research helps explain why.
Research—and the Ghostbusters movie—have shown that while humanized brand characters can create strong emotional bonds between consumers and products, they can cause an even stronger backlash when things go wrong.