In this dossier, we present the members of the Strategic Council of this new working group, whom we challenged to reflect on the humanisation of brands in the digital era. People tend to view brands as something distant, unattainable, and this still happens because most companies are not interested in transmitting that which happens “indoors”. The truth is that people like to trust and to identify with the brands of which they are consumers and nothing is better than proximity to create those connections and trust and loyalty. If a company wants its brand to stand out to the point of earning the trust of people, it will have to make itself more human. However, in an increasingly more digital and robotized world, are brands more mechanised and distant or more emotional and closer to the consumers?
