Brand anthropomorphism online is personal

This essay argues that the goal of marketing communications should be to focus on online human engagement and emotion via brand anthropomorphism and employee connectivity to create a genuine human-brand relationship.

Brand Anthropomorphism Online is Personal

Michael Donohoo, Strategy & Insights Planner, MEC Sydney

How should marketing adapt to the era of personalisation?

This essay was entered into The Admap Prize 2016. For more information visit the Prize page.

Have you ever been a frustrated customer? A customer that feels as though the brand you are dealing with doesn't care, doesn't know you at all and lacks that personal connection? Of course you have. We have all experienced the ordinary, been left disappointed and consequently shopped elsewhere.

It's no secret that as consumers we expect personalised service in...

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