Brands winnen met menselijke small data !

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Niets is belangrijker voor mensen dan mensen. We zijn sociale dieren. Zonder aandacht voor en van anderen, zowel mentaal als fysiek, kwijnen we weg. Onze diepgewortelde behoefte aan sociale verbinding ligt ook aan de basis van onze relaties met objecten en merken. Die zijn namelijk nooit tweezijdig (mens-ding), maar altijd driezijdig (mens-ding-mens). Mens-merkrelaties lopen altijd via andere mensen.

In die wetenschap is het niet gek dat er steeds meer aandacht is voor menselijke merken. Menselijke merken tonen empathie, durven fouten te maken en liggen af en toe met zichzelf in de knoop. Klanten van menselijke merken zijn mensen, geen consumenten — een mens is immers geen datapunt of klantnummer. En net als de mensen die ze aan zich proberen te binden zijn menselijke merken wandelende paradoxen: complex, gelaagd en veelzijdig.

Mensen binden zich graag aan zulke merken. Daarom zijn menselijke merken sterke merken — daarvoor is steeds meer wetenschappelijk bewijs.

Meer weten over branding? Bekijk onze gerelateerde merkopleidingen.

Het begint en eindigt bij mensen
Als je dus sterke merken wilt bouwen en als je reclames wilt maken die mensen écht in beweging zet, dan moet je mensen begrijpen. Je moet weten wat hun wensen en behoeften zijn; wat ze uit hun slaap houdt en waarvoor ze altijd wakker gemaakt mogen worden. Merken bouwen gaat in essentie over het creëren van betekenisvolle verbindingen met mensen; reclame maken gaat natuurlijk fundamenteel over effectief communiceren met mensen.

Het begint en eindigt bij mensen.

Dat lijkt een open deur, maar is steeds minder vanzelfsprekend. Want hoe meer media fragmenteren, hoe complexer onze processen worden en hoe ontvankelijker we zijn voor de bekoringen van nieuwe technologieën, hoe meer we af lijken te komen staan van waar het in marketing écht om gaat: mensen.

Echte merkgroei schuilt in echte mensen
Het is kraakhelder dat veranderingen in technologie en media gevolgen hebben voor merken en andere eisen stellen aan marketers. Marketeers die hun merken gezond willen houden zullen de snel veranderende sociale, economische en culturele context waarin hun merken opereren moeten begrijpen en omarmen.

Maar hun reflex om merkgroei te zoeken in Big Data en “neuromarketing” draagt daar niet aan bij. Marketeers die mensen beschouwen als gezichts- en contextloze, controleerbare automatons zullen de complexiteit van échte mensen nooit waarderen — en hun merk daarom niet tot volle wasdom brengen. Hun argument dat de moderne mens te complex is om te doorgronden gaat niet op, want de menselijke natuur verandert lang zo snel niet als de wereld om ons heen. Zoals Bill Bernbach ooit opmerkte:

“It took millions of years for man’s instincts to develop. It will take millions more for them to even vary.”

Ook in het tijdperk van kolossale databestanden staan inzichten in menselijke wensen, behoeften en gedrag aan de basis van sterke merken en effectieve communicatie. Merkgroei schuilt juist in small data: in empathie en de creativiteit van de menselijke ziel.

Lees meer over branding of ga naar gerelateerde merkopleiding.

Auteur: Mensch | creative agency
NIBAA Institute

Dit is NIBAA Institute

NIBAA is een opleidingsinstituut gericht op brand management en merkstrategie en gevestigd te Utrecht. NIBAA leidt managers en executives op via diverse korte en langere merkopleidingen. NIBAA werkt met ervaren professionals, hoogleraren en vakdocenten.

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