As they say ‘People don’t buy what we do. They buy why we do what we do.’ Brands are not faceless corporations today they act and function like humans do. Consumers expect the same qualities they expect from other human beings which could involve brands to show empathy, love, sadness, compassion and wittiness in acts and conversions. The more the brand appears human better the quality of conversation and relationship with end customer.
3 Great Examples of Brands That Acted Like Humans
Roger Enrico former chairman and CEO of PepsiCo passed way at the age of 71 this year. Roger Enrico was instrumental in building PepsiCo brand and started what most of us remember as “cola wars”. He served various positions in the company starting from 1971 to 2003 before retiring from the brand.
Coca-Cola released a full-page ad in the New York Times to honour Roger Enrico and his contribution in building the Industry. While brands usually release advertisements to honour founders what was interesting in this case is Roger Enrico was an Industry leader not associated with the brand and his work really touched people within and outside the company. “We have lost one of the true legends of our company and our industry,” said Indra K. Nooyi, the chairwoman and chief executive of PepsiCo. Roger Enrico’s quote also reflect his work ethics and leadership qualities.
[ctt template=”4″ link=”XbUvM” via=”no” ]“If at the end of the day, people who worked with me could think of me as someone who helped people to see things in ways they hadn’t seen them before, that would be great. That would be enough for me.”[/ctt]
Kotak-Mahindra Bank was in many ways an underdog in the Indian Banking Industry. So when they decided to acquire Ing Vysya Bank it was big deal. Kotak-Mahindra Bank had become the fourth largest private bank in India overnight. With Ing Vysya’s network, Kotak Mahindra Bank had widened its network reaching out to a large number of unbanked Indian which also led them to start the ‘Kona Kona Kotak’ campaign but it was really interesting about transition post-Kotak acquiring Ing Vysya was how the brand slowly transitioned Ing Vysya branches into Kotak Mahindra Bank branches.
For at least a quarter post the acquisition the branches had signages which read ‘Ing Vysya Bank is now Kotak Mahindra Bank’. Whether it was on purpose or unplanned it made look the brand more human as most acquisitions usually start swiftly by erasing the earlier brands name from every place possible so it felt more humane to find a brand that honoured the brand that it acquired and slowly transitioned to its own brand name.
Tata Motors launched its new hatchback last year with much fanfare. The brand had already done a soft launch and named its hatchback ‘Zica’ however after the breakout of Zika virus the brand decided to rename its hatchback to ‘Tiago’ considering it a socially responsible move to make. The brand crowdsourced the name from social media to build engagement and also resulting in high-value PR from the activity.