brand humanity

In October, Braze announced a new, precedent-setting piece of commissioned research, conducted by Forrester Consulting on behalf of Braze. We call it the Braze Brand Humanity Index. Introducing the study was vice-president and principal analyst at Forrester Research, Dipanjan Chatterjee, along with Braze president and chief customer officer, Myles Kleeger.

The session opened with Kleeger reminding the audience of the conference’s theme for the year, ‘The Human Factor’. He continued to harken back to Braze’s mission from day one: humanising relationships between people and brands. “It’s what our product is built to do. It’s what our teams are trained to do. It’s at the center of every decision we make as a company,” Kleeger mused.

But where did this mission come from? In a way, it’s intuitive. We’re humans, too, after all. We experience customer engagement marketing as consumers every single day. We know what resonates with us – that people respond better to brands that know them as individuals. “We’re customers, just like your customers, and we know how we like to be spoken to by the brands that we do business with,” Kleeger emphasized.

What we didn’t have? Data telling us why. Until now, that is.

The Braze Brand Humanity Index is based on research identifying what attributes make a brand feel human to customers, as well as the business impact of that brand humanity. Chatterjee took the stage to dive into the findings of the study, and to explain to the audience why research like this is so important given the state of the market.

He explained: “We have consumers who are now empowered with information…We call it the age of the customer. It’s a shift – it’s a migration of information away from the walled boundaries of brands to a much more democratic consumer.” He continued to say that consumers no longer want to be spoken to by brands; they want to converse with brands and among one another. And they want to do it through digital media.

What we’ve found is that, to be effective as brands, we need to converse with people in a manner that stimulates their emotions. We need to be more human. But we’re also in the midst of a digital revolution, a time when there are more devices than human beings on the planet.

So we have to be more human, through more machines. With machines as our medium whether we like it or not, the onus is on…