Brands need to be more like PEOPLE

Brands are like people.

At least that’s what they need to become. Because today, most brands are like corporations — stogy, slow, monolithic… Many consumers might love a certain brand, but the brand rarely loves them back. And that needs to change if brands are going to stay relevant in today’s social web world. It also needs to change because well… companies just need to be nicer.

Now look at me talking in these fluffy terms: “brands should love” … “companies should be nice.” What biz exec will take that advice over quarterly earnings?! One that believes today’s companies’ most important asset is their brands, and that consumers make or break a brand’s worth and value.

So with that in mind, I created a framework called PEOPLE to help companies think about their brands as living beings. The PEOPLE framework has six key principals:

This framework is very basic — and meant to be that way. So it can be easily digested and internalized by executives as a guide for helping their decision making and strategy.

I’ve made a presentation of this framework. You can view it online. I’m hoping you’ll enjoy it. And if you do, please tell others — maybe I’ll get to present it for real sometime. 🙂

And with the “O” of the PEOPLE framework in mind, here’s some more about my reason for creating this presentation. I’m in the very early stages of starting my own consultancy called 9teen9d creative research (as in consumers born around the year 1990).

Before even making a web site for the firm though, I wanted to establish some thought leadership out there around the social web space. The “P.E.O.P.L.E” framework is that first step.

I’d appreciate any thoughts or gut reactions you have… be OPEN! 🙂