human connection

Can we promote a culture of human connection in the era of machines?

On the human connection

I think those who are dedicated to branding, whether personal or corporate, We have much to do with the human connection.

I have a few days reading texts and reviewing interesting videos about the human connection in a world where machines increasingly "learn" more and more.

A required viewing video is Yuval Noah Harari of, author of Deus Homo Sapiens and. He wonders what will happen in the labor market, in the economy and the power of human beings in the coming decades. Imagine that frightens They learn emotional intelligence machines, aspects such as empathy, we thought reserved only to mankind. But the road is this.

Also I recommend two articles. First, signed by philosopher and researcher Gloria Origgi, He tells us to say goodbye to the information age and give the Welcome to reputation. Confirms that no longer consume information, We consume information leaked by sources that are trusted to us.

The second highlights the PwC report (required reading) Will Robots really steal our jobs? (Is it true that robots take away our work?). This gives us a somewhat more optimistic but the worrying time horizon view 2030. Particularly in sectors such as transport, Construction and.

This chart, The result of this study, speaks for itself:

PWC will robots steal jobs

But beyond catastrophism, PwC defines four colorful worlds:

  • The red world, entrepreneurial territory to mediate between workers and employers offering high-value services from startups.
  • The Blue World, which it highlights three areas: size organizations as a competitive factor, professional skills and digital competences.
  • Green World, defined by WPMS, where equity premium and especially social responsibility inside and outside companies.
  • The Yellow World, knowmads that of seeking greater meaning to what they do and they can better compete given their flexibility to move in changing environments.

I like this view "color angry" because I think it is the key to compete in increasingly automated environments. The four worlds robotization used as an instrument at the service of human beings.

George Orwell and advancing the important thing will not stay alive but to stay human.

In any case, and returning to the responsibility of brandólogos or branders with the human connection, there goes my prediction:

Communication will be effective the higher the human connection between brand and market. In other words, the brand must humanize, and the only way you have to do is communicate their values ​​through people.

How do you do that? Programs promoting internal brand ambassadors. I have repeated several times that consumers are people. Companies are persons. And people talk to people.

Promote a culture of human connection is to address, sales, HR marketing and service of philosophy People trust People (People trust people). A good example of culture of human connection is the campaign EY Spain #YoConstruyoEY, unapologetic defining the EY brand is the people who compose and build every day.

The programs of corporate personal branding, employee and employer branding advocacy are at the service of this idea: humanize brands in the era of machines. Let us be faithful to the idea of ​​Orwell, maintain the human connection above all. Human Branding.


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About me Guillem Recolons

Convinced that everything leaves a mark, I help companies to better connect with their stakeholders through personal branding programs (personal brand management) and employee advocacy (internal brand ambassadors programs).

Partner at Integra Personal Branding and Soymimarca, I also collaborate with Ponte en Valor, Brandergizers, MoreThanLaw, Noema Consulting, AdQualis Human Results and Quifer Consultores.

As lecturer, participated in the Graduate Social Media of UPF and UVic, in various programs at IESE and ISDI, among other. Advertising man, Master en Marketing. Grade student of Humanities.

My DNA comes from advertising 20 years in agencies: BBDO, J.W.T., Bassat Ogilvy, Saatchi & Saatchi, Altraforma and TVLowCost among others.

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8 replies
  1. Oscar Del Santo
    Oscar Del Santo says:

    Very successful your emphasis, William querido. What is no doubt that we can not stem the tide, and that AI or Artificial Intelligence is here to stay, and will change our way of life in a much more radical way than now think (our sexuality and the fact that increasingly perfect 'sexual robots’ become part of our daily lives are just one example).

    Regarding the relationship between people and brands, They are those operating from a kind of 'impunity’ legislative and communicative as Amazon or Google that maybe in not much to see in serious trouble if governments like Trump or the EU decide to take the bull by the horns and put an end to their 'modus operandi’ actual.

    As for the rest, I think they will have no choice but to establish relationships among its employees 360, customers, suppliers and the community they serve. Relationships have to be multidirectional, because we are entering a post-capitalist phase in which we are becoming more who do not tolerate certain practices that have so far been standard (the recent manifestation of Women's Day highlighted some of them).

    Warm greetings from Gipuzkoa.

    • Guillem Recolons
      Guillem Recolons says:

      Hello Oscar. Totally agree, stem the tide at this point would be like denying progress. I wear an invisible orthodontics that does not exist 5 years and has developed thanks to the three-dimensional printing. My watch tells me when my heart rate is excessively high or low. Amazon knows by heart my reading habits and their recommendations are always judicious.

      I think Google and Amazon's going to put at bay. The example given, from the viewpoint RSC, It is bad, and can encourage others to start conglomerates opaque fiscal policies.

      The technology allows a “big brother” You can control us, but paradoxically the effect is reversed. Now we can know in real time when a politician deceives.

      All this necessitates strengthening human connection. From the emotional, from the ability to make mistakes, from the delicious imperfection separates us machines.

      A big hug from Barcelona, Oscar, and thanks for your comment on my virtual home!

  2. M. Teresa Villalba
    M. Teresa Villalba says:

    They are an absolute fan of “Sapiens” and “the man” de Yuval Noah harari. His reflections are novel. In a review in El País, I read a while ago: “Can you live without religion? Maybe not, by definition human, by definition of religion, because a human group without fictions would be defenseless against any other dogma with which believers can recognize and invent cohere.”

    I would take this man seriously and forecasts. Great post to put the responsibility not to lose our human condition.

    a greeting!

    • Guillem Recolons
      Guillem Recolons says:

      I recognize that I have yet reading these two books, but after your feedback I will accelerate, Teresa. Of course we have to take seriously. I have no doubt that machines will become increasingly “human” and may mimic emotions of homo sapiens. But our sweet imperfections will always be what differentiates us. We are erratic, and I doubt anyone fabricate a machine to make mistakes (If autonomous vehicle, for example). Thanks for write!


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