How to make a brand more human

Remember when branding used to be called 'corporate identity’? It spoke to one of the key branding rhetorics of the day: ‘you can trust me because I’m a big, global business.’ 

But last year’s damning research by Ipsos Connect revealed that 42 per cent of people claim to distrust big brands and 69 per cent distrust advertising. As a result, brands don’t always want to look big, corporate and powerful anymore. They want to look real and personable and reflect their true values and roots.

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Asa is a creative director at Design Bridge London.