Often we will read about a Hollywood star that will avoid a role in a sequel for fear of being type cast. Or a star that will struggle to find a “breakout” role simply because the perception of the star’s work doesn’t match with the star’s desired change. Brands will have the same challenges.
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Understanding the human side of customers through digital anthropology studies is the important first step of human-centric marketing. Equally important is to unveil the human side of brands that can attract customers. According to Stephen Sampson in his book Leaders without Titles, horizontal leaders have six human attributes that attract others to them, even though they have no authority over others.
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In order to provide value to companies, brands must first provide value to customers. But how do companies make their brands valuable to customers?
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