Is your brand vulnerable?
Social media strategist Shannon Paul, who works with the NHL Detroit Red Wings, said many good things on a SXSW panel this Sunday, but the one thing that stuck with me most was her assertion that brands need to become more “human” in order to connect with their audiences. She wasn’t referring to personifying a brand through a human face (be it an average employee or a charismatic leader), but rather to exhibiting ‘branded’ behavior that is truly human. What does that mean? What is the most human trait of all human traits? Shannon Paul posits it’s vulnerability.… Read more