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|Image via Sporting Judgement|
Humanity is another integral element of a brand's prosperity. Some brands appear to be cold and devoid of the ability to connect to their customers emotionally, which in turn negatively affects the company. A brand should remain empathetic, compassionate, and respectful toward its customers at all times to stay valuable, respected, and trusted. Part of Nike's "Just Do It" campaign's success was due to the brand's humanity: it inspired people to be what they wanted to be without pushing them or limiting their opportunities. Bedbury mentioned a video that helps draw a parallel between people and brands. I watched this video a couple months ago, but didn't think of this connection then. Watching this video now (and weeping all throughout) I realize that whether you are a person or a brand, being kind, caring, genuine, and compassionate will always be universally appreciated and respected.