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For Brands, Being Human Is The New Black. And…

For Brands, Being Human Is The New Black. And…

Fast Company recently featured a story about IDEO’s Elle Luna’s talk to the Design Fair at which she declared: “Today, brands are becoming more and more like humans. They’re taking on more and more human-like traits.” Clearly, with our concept of emotive branding, we believe the same thing. Emotions are human traits which brands, as abstract concepts, do not literally possess. However, what a brand says and does can be designed to evoke specific human emotions. And when a brand consistently evokes the same set of emotions, it goes a long way to elevating the brand’s...
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