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29 July 2013 by Gary

HOW PERSONAL CAN BRANDS BE?

HOW PERSONAL CAN BRANDS BE?

Along with many others, I was out in the sunshine at the weekend. During a visit to the seaside, I ventured across a ‘Share A Coke’ special event, organised as part of the Coca – Cola summer campaign. A programme designed to deliver an increased personal connection with consumers; visitors to the event were able to get their own name printed onto a bottle of Coke. It seemed to be very successful with lots of people queuing to get a piece of the experiential.

Afterwards, I couldn’t help but reflect on the growth of personalisation, a developing trend for brands to grow trust, build emotional connections and relationships with individuals, as well as more intimacy, attempting to fit naturally into peoples’ lives.

Do people talk about brands like friends? Or do they talk about brands in passing? Are brands seen as products (albeit with a distinct personality), part of a commercial enterprise? How far can brands nurture personal relationships with individuals?

What do you think?

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