People are constantly looking to build human connections, and the pandemic has amplified this need.
The author contends that most human companies are not the ones that focus on winning but the ones that focus on helping their customers win in life. With COVID-19 driving people to despondency, they are looking for deeper human connections.
The main idea behind human-centred marketing is building an emotional connection with authentic, respectful, meaningful, and personal to the customers. Portraying company leaders and employees as ordinary, next-door folk can help portray the brand in an authentic manner.
Brands can even be vulnerable, but they must be believable and human. Companies can reimagine their marketing presence and activate direct customer connections through their rewards program to stay in touch with their followers in a meaningful way.
[7 minute read]