BRAND
RADIANCE
Human To Human: The Human Era Brand Connects With
People Not Consumers
People want relationships with real people, and brands are moving away from talking
about ‘consumers’ to open up a more meaningful dialogue, human to human. How
does this concept work in the product realisation and experience?
UMAN TO HUMAN
As brands lose their monopoly on the distribution of stories,
they need to connect with people in real, tactile ways
to encourage their supporters to spread the word and
show loyalty. How? By telling their point of view holistically
across every touchpoint. We see this across branded films,
advertising and social media as well as at the point a
person first touches a product. Technology as well as brand
managers’ increasing understanding of people’s lifestyle
choices means they can create extraordinary experiences.
This is an exciting time. Welcome to the era of the human
brand.
Brands humanising the product
experience
Burberry Brit Rhythm
Burberry Beauty last year launched their Brit Rhythm
fragrance, their new signature scent. Burberry is known
and loved for their live music product showcase platform
so the story behind the new fragrance is to capture “the
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GLOBAL INFLUENCER
exhilaration and adrenaline and electric energy of the
crowd”. The product was launched by sending out fans
temporary, scented tattoos that offered the experience to
attend the launch gig.
The product is bold and vibrant capturing both their heritage
via the graphic design check pattern but married with a
modern rock and roll edge. The women’s packaging still
has the rhythm graphics expression, almost as if the bottle
is dancing and uses a feminine peach colour palette to
soften it. Burberry also launche