It's Not About B2B or Even B2C – but People to People
"The human experience is a unique one, rich with emotions and complications. Brands have been trying to imitate and relive experiences that define who we are, from some of the earliest campaigns. From the first time you ride a bike, to your first kiss, companies like Coca-Cola have been finding different ways to connect with their audience since the 1920s.
With the onset of social media, more and more brands are being asked to ‘humanise’. Airbnb’s CMO, Jonathan Mildenhall, describes it best when he says, “the new frontier for the brand is working to create emotional and compelling stories that make people feel like they're having a human experience as opposed to being sold something by a brand.”
“Humanizing social” is one of those phrases thrown around marketing departments, but only very few companies actually know what it means..."