Though we may not want to give them the benefit of the doubt, consumers are much more learned in the products they buy in today’s market. Consumers want to connect with the brands they are purchasing from. A brand today requires more than the word of corporation or spokesperson. If a company wants a real, sustaining image in the life of today’s consumer, they must develop a brand that is human.

By human I don’t mean the in-your-face, obnoxious infomercial host that tells you what you need to buy for three easy payments of $19.95. By human, I’m referring to a sort of intangible relationship with the consumer from which many brands are feeling the love. The modern brand can sometimes take advantage of its flaws and interests to create additional connection points with consumers. Consumers wish to see personality in a brand rather than a perfect advertising message that doesn’t really speak to them.

These ‘connection points’ can include a blog, social media engagement, special promotions for subscribers of fan pages, and advertising messages that actually engage the consumer rather than speaking at them. One particularly engaging example is the Coca-Cola Happiness Machine. The latest ‘happiness machine’ in Singapore actually dispenses free Cokes to customers willing to hug a vending machine. Quirky – yes. A little unconventional – definitely. But the consumer’s exposure to a little extra happiness – priceless to Coca-Cola executives.

Giving a brand a ‘human’ element can be largely attributed social media outlets where subscribers and followers of brands expect to receive special attention from a brand. Consumers can connect one on one and provide widespread word-of-mouth referrals. This progression is a welcome sight to consumers and brand management executives alike. When a consumer connects with a brand on this more personal level, they are that much more likely to repeat use and demonstrate brand loyalty – the most important customer to keep happy.

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