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FAQs: Humanizing Brands

Writer's picture: Trey CrowderTrey Crowder

Telling compelling, human-centered stories is at the heart of every campaign here at TTC. We focus on creativity grounded in humanity—in fact, our mission as an agency is to humanize brands.

 

What does that mean exactly? We’re glad you asked. Let’s break down three Frequently Asked Questions we receive about humanizing brands.

 

#1 What does it mean to humanize a brand?

 

Humanizing a brand means making it more approachable, relevant, and personable to its consumers. We do this through creative anthropology, or applying the human experience to solve brand problems.

 

Most marketers understand that campaigns need to be tailored to consumers—but we go a step further. We locate the beating heart within a brand and use our Collective Intelligence Process to discover the innermost desires of its audience. The process digs into relevant cultural movements to create a personal, worldly connection between a brand and its consumers.

 

#2 Why take this extra step?

 

Our additional research of the audience, industry, and culture allows us to gain insights into how consumers think and behave—enabling us to create more personable, relevant campaigns.

 

Let’s look at our campaign for Culturelle® Probiotics, “The Difference is Culturelle.” Research told us that our target audience—millennial moms—wanted a realistic approach to managing daily health in their extremely busy lives. They also relied on health advice and reviews from credible sources representing their values. With this in mind, we partnered with mom, actress, and entrepreneur Jessica Alba to demonstrate the ease and efficacy of trusting Culturelle during her busy routine.


Culturelle® Probiotics - The Difference is Culturelle

#3 How does humanizing a brand benefit it?

 

Humanizing a brand can shift an audience’s perception of it. By aligning with their consumers' attitudes, brands can be more memorable, relatable, and buyable.

 

 Our research for small medicine brand Genexa told us that millennial parents were fed up with Big Pharma and its excessive ingredients in kids’ pain and fever medicine­—so, we empathized with this consumer frustration in our disruptive “Give an F” campaign. In an era of demand and accessibility, we took the audience’s desire for an alternative to Big Pharma and gave them a brand that shows their care and devotion to consumers through clean, all-natural ingredients. We successfully positioned Genexa as the leader of the clean medicine movement, making the brand stand out in an industry of giants by defining what it means to really give an F about ingredients.


Genexa - Medicine that Gives an F

Following the campaign, Genexa became the #1 selling kids’ pain and fever medicine on Amazon, with 74% of viewers recalling the brand after a single viewing of the commercial. Consumers viewed Genexa as revolutionary, forward-thinking, natural, and rebellious, proving that taking the extra step of connecting the brand to an audience’s innermost desires through a relevant cultural movement can shift perception, making them memorable and significant.

 

Humanizing brands allows us to identify opportunities for timely campaigns built on human connection. Understanding the consumer’s internal motivations and their environment helps us personalize campaigns while keeping them relevant to our society, seamlessly positioning a brand as the solution to a consumer’s problem. Are you ready to humanize your brand? Let’s get to work.

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