“[In digital branding] see the people of the world as your marketing department working for your brand, for free, but on one condition; that they will not do what you tell them, but only do what they feel like, when they feel like it.”
“Brands generally care either about people or their own bank-account, while a product just happen to be the means by which they exercise their care.”
American Philosopher Daniel Dennett once said that “the secret of happiness is to find something more important than you are and dedicate your life to it”.
Is there such a thing as a “happy” brand? I don’t mean that in this “teletubbie” sense of the word, but rather in the sense of showing integrity and a quiet sense of confidence and authenticity. If there is such a thing, those making up that brand must have found something more important than themselves to dedicate their life to. What fuels this self-forgetfulness on a grand scale? What are the implications for social media strategies? Is your brand miserable? Needs a shrink?
Characteristics that we find attractive in people also applies to brands.