The dominant belief among brand strategists is that we must humanize and even personify the brand in order to make it more relatable and therefore, appealing to consumers…otherwise known as humans. But what if that’s counterproductive? What if what we really want are helpful, human-friendly assistants?
Gareth Kay makes a brief but compelling case in a recent 3-minute read on Medium, which was sparked by an MIT OpEd on robotics. The thinking is that humans are quicker to accept robots that do jobs, essentially like friendly assistants (e.g. Roomba) and tend to reject human-like robots that simply fall short of being, well, human.
At Egg, we’ve long espoused that truly successful brands have a brand vocation — they do a job for consumers. It’s simply a matter of identifying, articulating and making good on that vocational promise in order to win over the customer. Many brands have certainly lost sight of that fact, opting to woo through emotionally charged, highly conceptual ideas intended to mask the fact their vocation has become commoditized. Take a look at what Gareth has to say and consider that it might be a time for a brand vocation audit.