Are Brands Human?

To make a long blog post short, yes. In my opinion, they are.

After all, brands are a human creation and as such they reflect human values. The good, the bad, and the ugly. And everything in between. Brands are human. For me, there is no question about it. 

Yet, my question is... are they acting as such?...

Same inquiry could easily applies to us. Yes, we are all human by a physiological definition. But are we acting as humans?

That alone prompts another question: what does it mean to act humanly?...

Especially in these times. When some of us end up acting like robots in some instances. Running over the same programmatic routine again and again as if it were a strict code with zero room for improvisation, let alone an error. Uploading and downloading emotions and memories galore, without pausing for a moment. Without enjoying the present time as the code keeps telling us to worry about what’s next. Scrolling down pixels and data for hours. Always connected, never unplugged. Actually, we’re already on that path, even though Neuralink and the whole era of connecting humans to computers have not officially kicked off just yet. 

Once they do, say bye to humans as we know them, and say hello to humans 2.0. Cyber-humans, a whole new species. Not necessarily better or worse, I’d say, but certainly new and different. Expectant and curious times ahead of us. i.e. Humans thoughts being traded and shared as digital currency?… human consciousness living on forever? Hold on tight!

In the meantime, some of us are already under a behavior that kind of defies the laws of human nature and even logic. Good and bad cops at once. Acting sometimes with little to zero “common sense” and values. Saying one thing while acting the other. That kind of explains why for instance some chief creative officers end up behaving more like chief corporate officers: At first, they start “cheering hearts up” but then they end up putting and letting people down, adhering to what the matrix, the system and conglomerate policies dictate. Lies on top of truths and vice-versa. Added to some remarkable lack of class and manners.

But that’s somewhat normal and expected. After all, we’re all good and bad guys in a sense. Some would rightfully say that this type of dual and contradictory human behavior has always been like that. It’s not just now. Noted. 

Then, what exactly is considered human behavior?

It’s somewhat believed that acting humanly entails living by the code of respect, love and compassion for other humans, as well for animals and nature in general. If that is so, we’re definitely not living up to those basic standards, intelligence, and values. Yet, that is what most of us would think or say when it comes to defining what it is like to behave like a human being, and not like any other being on this planet or universe for that matter. (Despite the fact that most animals clearly show that alleged “human” behavior in a more truthful, consistent and evident fashion.)

Acting humanly is acting with love, kindness, and care, right?... Certainly, but what about the murders, the social discrimination, the dishonesty, the hate?... The lies, the lack of courage to tell the things as they are... the “I got your back” while stabbing you precisely in the back... That is human too. Whether we like it or not. That makes us humans as well! However, for some reason, we tend to take this so-called “other” behavior out of the equation. Out of what defines us as a kind. 

This brings me back to the thing that make us human... Is not acting like a human part of being human?... It looks like it. In other words, we are the good, the bad and the ugly. The solidarity and the indifference. The creativity and the destruction. The love and the hate, and everything in between. Covering the whole spectrum defines what we think we are: humans. No wonder we are dual creatures by nature. 

And with that comes the brands we create, promote and follow. Some of them act “humanly”, meaning that they care and respect not only other brands, but humans, animals, and the environment in general. Yet, at times, these very same brands simply don’t care at all. They are negligent too. Unconsidered. Forgetful. Selfish. While they promote union, they could also be promoting separation without even being fully aware of it. Consciously or not. Just like us. After all, they are also human. Our creations are as human as we are. It’s only fair that they reflect such nature. Like creator, like creation!

There we have it: Brands are human! After all, they are conceived, raised, and managed by humans, who just like everybody else, feel the need to pitch in, protest, invite and be invited, fight, protect, cry, hope, help, be silent, follow or unfollow, and stand for what they believe is right and very much needed.

However, with this comes a big observation: the more brands act humanly, the more they risk alienating the humans they so want to connect with, as people don’t see them as humans to start with. The vast majority still sees them as cold entities trying to sell them things and services left and right… With good intentions some times, yet erratic some other times. However, it’s what it is. After all, human and brands share the same dual DNA in that sense. Besides, last time I checked, Artificial Intelligence technology is not quite there yet to take over, create and manage brands without failing or disappointing. And even so, A.I. is also a human creation, so there’s no way around it… brands are and will be humans indeed. 

And with that comes not only the challenging duality to deal with, but also the opportunity for people and brands (or should I just say for people and people?)… to co-create meaningful experiences and sustainable ideas that benefit themselves in the long run. - and if by doing so, they also benefit the planet we all live in, bingo!

By Juan Diego Guzman

From Chronicles of a new business creative director.

#juanguzman78