In The Era Of Individuality, How Can Brands Create Successful Relationships With Their Customers?

We live in a crazy busy world, overwhelmed every day with pieces of information coming from many sources. We are all online almost 24/7, checking our social media profiles or posting selfies. Computers, mobile phones, tablets — it doesn’t matter the device, we want to be able to have access to whatever we want anywhere, at any time.

We always seem to be in a rush, sometimes not even aware of where we are running to so fast. We are in an era where individuality is apparently playing a leading role in the theater of experiences. Everybody wants to get noticed, fast, and reach as many followers and likes as possible in the quickest way. Now, a big question arises: Given this context, are human relationships still relevant?

I believe human relationships are now more important than ever, including when it comes to marketing and communication. The fact that today’s consumers are focused on their individuality, and bombarded every second with different pieces of information, also means they are becoming more and more sophisticated. They want to use the best product/service available to make their lives better or easier.

Therefore, brands can’t make people want things anymore; they actually must focus on making things people want. This is also a fundamental pillar of design thinking, which, according to IDEO CEO Tim Brown, is defined as: “a human-centered approach to innovation that draws from the designer’s toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success.”

That said, design thinking shows how important the concept of “human centricity” is in terms of innovation. And yes, it is a very important element not only when we talk about new products or services, but also when we develop new communication approaches. This is why I like to apply the metaphor of human life to brands, considering each brand as a person. This may sound a little crazy, but let me explain:

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