On human connection
I think those of us who are engaged in branding, whether personal or corporate, we have a lot to do with the human connection.
I've been reading texts for a few days and reviewing interesting videos about that human connection in a world where machines are increasingly "learning" more and more.
A video of forced vision it's Yuval Noah Harari's, author of Sapiens and Homo Deus. He wonders what will happen in the labour market, in the economy and with the power of the human being in the coming decades. Imagine that frightens machines will learn emotional intelligence, things like empathy, that we thought were reserved only for mankind. But the way is this.
I also recommend two articles. The first, signed by the philosopher and researcher Gloria Origgi, tells us to say farewell to the information age and let's take the welcome to the reputation. Comes to confirm that we no longer consume information, we consume information filtered by sources that are trusted to us.
The second highlights PwC's report (mandatory reading) Will Robots really steal our jobs? (Is it true that robots will take our jobs?). This gives us a somewhat more optimistic but the worrying time horizon view 2030. Especially in sectors such as transport, manufacturing and construction.
This graphic, result of this study, speaks for itself:
But beyond catastrophic, PwC defines four worlds of colors:
- The Red World, entrepreneurial territory to broker between workers and employers offering high-value services from startups.
- The Blue World, where three areas stand out: size of organizations as a competitive factor, skills of professionals and digital skills.
- The Green World, defined by collaborative environments, where equity and especially social responsibility prevail inside and outside companies.
- The Yellow World, that of knowmads who seek greater meaning than they do and who will be able to compete better given their flexibility to move in environments of change.
I like this "color parchís" vision because I think it's the key to competing in increasingly automated environments. The four worlds will use robotization as an instrument at the service of human beings.
George Orwell was already advancing that the important thing will not be to stay alive but to stay human.
In any case, and returning to the responsibility of brandologists or branders with the human connection, there goes my prediction:
Communication will be effective the greater the human connection between brand and market. In other words, the brand must be humanized, and the only way you have to do that is by communicating your values through people.
How do you do that? Encouraging in-house brand ambassador programs. I've already repeated several times that consumers are people. That companies are people. And that people talk to people.
Promoting a culture of human connection is to put direction, Sales, marketing and HR. HH at the service of philosophy People trust People (people trust people). A good example of a culture of human connection is the campaign EY Spain #I BuildEY, that defines without complexes that the EY brand is the people who compose it and build it every day.
The programs corporate personal branding, employee advocacy and employer branding are at the service of this idea: humanizing brands in the age of machines. Let's be true to Orwell's idea, let's keep the human connection above all. Human Branding.
Hands image by Shutterstock.com