Give brand messages a human face

Wally Olins has a habit of getting it dead right. He’s done it again when he describes airlines as “cold, mechanistic and absolutely uninterested in their passengers” (MW last week).

But airlines aren’t alone. When I look at so much of the post-sales communications I get from all sorts of companies, it’s the same: cold, dehumanised and admin-focused.

But people see far more of these everyday communications than they ever see of your advertising and they interact with them at a far deeper level too. These communications offer organisations the greatest potential to build long-term relationships with their customers, so it’s time we all started realising their potential.

Mark McArthur-Christie
Managing director
Freeman Christie

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