Making brands more human has become a recent trend in marketing according to an article in Advertising Age. Ad seek to convey the message that the company listens to customers and treats them as humans. This advertisement for Jet Blue illustrates this concept.

Discussion Questions:

  • Does this Jet Blue ad convey the message “we treat you as a human?” Why or why not?
  • When thinking of brands and companies you patronize, which one conveys the most “humanistic” characteristics? Explain why.
  • What strategies does a brand or company need to use to make it “human?”
  • Is it even important to create a “human” image? Why or why not?

About Dr. Donald Baack

Co-author of textbook.

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