What Is a Brands for Humans Marketing Strategy?
Have the terms "B2C" and "B2B" reached their expiration date? The monikers don't seem to carry as much weight in the marketing field as they did even five years ago. Whether they're purchasing concert tickets delivered instantaneously via their iPhone or a large piece of manufacturing equipment that take nearly two years to close the sale, buyers are pining for the same thing from brands and organizations these days: connecting with them on a human level. Call it "brands for humans" and it further blurs the line between "B2C" and B2B."
The pandemic has accelerated the notion of brands for humans, which requires marketers to change the way they engage with their audiences.
Dean Aragon, CEO and Vice-Chairman of Shell Brands International AG, is a vocal advocate for brands for humans, and says it will hinge on marketers' ability to boost their value and win bigger budgets.
In this episode of Champions of Growth, Aragon discusses how marketers can start to build a brands-for-humans strategy, the traits of a "data alchemist," and why relying solely on left-brain insights could be costing CMOs dearly.
The Champions of Growth Podcast airs Wednesdays at 2PM EST. For more information about the ANA Podcast Network, visit www.ana.net/podcasts.