Brands for humans is a movement with purpose

Chris Warren

The COVID 19 pandemic has caused brands to adopt more humanized marketing methods – donations, advocacy, and community support are significant ways to demonstrate a company’s values, beliefs and convictions.

Throughout his 30-plus years in marketing, Dean Aragón has been as much a student of his trade as he is a practitioner. After a long run at Unilever, where he ended his tenure as a global brand VP for haircare in 2014, and in his current role as the CEO and vice chairman of Shell Brands International AG, Aragón has spent plenty of time pondering how some brands establish deep, lasting bonds with customers while other companies stay stuck in purely transactional relationships.

It's a complicated question, and one that often focuses on how to leverage insights gathered through data...

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