How Even Basic Human Connections Can Increase Brand Affinity


Keith Grossman, global chief revenue officer at Bloomberg Media, has picked up on an almost Dickensian underpinning of the transformation sweeping the brand-marketing ecosystem—for brands it’s either the scariest time in marketing, or the most exciting. “If you look at it from the command to control era where you are a monolithic brand just pushing out your message, it’s the scariest time in marketing and there is no trust in the consumer base,” said Grossman.

For brands that take a more human approach in which they say “Here I am, how can I help you?” things are more efficient and effective.