52 min listen
Business-to-Human: Keeping People at the Heart of Tech Branding
Business-to-Human: Keeping People at the Heart of Tech Branding
ratings:
Length:
42 minutes
Released:
Apr 26, 2023
Format:
Podcast episode
Description
“We often categorize our worlds as B2B or B2C. To cut to the center, we should say that all the work we’re doing is really B2H–business to human. If you put the human being in the center, suddenly you have an organizing principle to say, ‘How do I create a connection with the human on the other side of this? How do I surprise and delight, and even build community?’” – Jim MisenerAs technology becomes increasingly ‘invisible’ and internal within products, brands create the contours that allow us to connect and understand those products. In this Branding Over Wine podcast episode, Jim Misener, President at the agency 50,000feet, reminds us that the genesis of brands was to help people move through the world. And as our world trends towards tech, brands will play a vital role in helping us navigate and understand it. Branding for technology doesn’t mean putting it over people. Whether for B2B or B2C, brands function as a means to connect people to products. In that sense, no matter your brand, it’s all B2H. Listen to this conversation to learn more about how to keep humans at the center of your technology branding. Hosted on Acast. See acast.com/privacy for more information.
Released:
Apr 26, 2023
Format:
Podcast episode
Titles in the series (14)
Why Are Distinctive Brand Assets More Important in Mature Markets?: Prof. dr. Koen Pauwels, Distinguished Prof. of Marketing at Northeastern Univ., talks about how mature and emerging markets imply different levels of importance for brand assets; what and when to measure; and more. by Branding over Wine