The Human Approach

After reading Louis Halpern's post Humanity Raises Its’ Game March 13th, 2007, I had to agree that there needs to be an altogether human approach to effective advertising these days and this really needs to carry on into the future. Consumers are interested in what is interesting and what is on their agendas today are genuine issues and concerns. Brands can't simply bypass these in promoting their offerings because if they conflict with popular consumer agenda, they are setting themselves up for a fall. That's when rethinking, brand repositioning, even product development is required, for those brands that just don't fit the mould. I don't think it's all doom and gloom for them there. They may not have the same continued equity to push forward, but at least they are showing credibility and confidence in having a human side, they know what consumers want because they believe in it too. Not through an all out admitting of faults, but they'll be more casual about it. Brands that embrace and reflect popular consumer thinking are always going to win out, it's a sign of knowledgable and effective planning.