Pullquote
If you are a brand, you're trying to have relationships with people, and these are ongoing, they aren't fleeting, they're something that endures, and they endure because both sides are getting something out of it. And that is what building human brands is all about. It’s about having relationships with your customers that are mutually beneficial.
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Why human connection matters
To truly appreciate the impact of human connection, brands need to go back to basics. Building relationships with customers that are mutually beneficial lays the foundation for resilience. This concept of reciprocity comes to the fore when times are tough and individuals grapple with uncertainty.
