Brand Therapy on the Horizon?

April 17, 2012


We all know that the advent of digital has meant an increased transparency for brands, a catch 22 situation, damned if you do and damned if you don’t show all.

A recent trend to emerge out of the back of all of this is “flawsome”.  With the increased presence online, brands have been forced to show and tell and many have begun to humanise themselves in the process, showing that they are not just hard, cold, corporate profit making machines but capable of much more humanistic qualities.

Recently,  in the UK a 3 and a half year old girl wrote to the marketing manager of Sainsbury’s questioning why Tiger Bread was called so, as she felt it looked much more like Giraffe bread. The response she got was personal, endearing, kind and understanding. The marketing manager acknowledged that Giraffe bread would be a much better name, gave her a present of £3 voucher to spend under the watchful eye of her parents. The letter took on a social whirl of its own and after a “change to giraffe bread campaign” resulted in 150,000 likes on Facebook the supermarket giant caved into re-naming it Giraffe Bread.

Innocent smoothies are another example of how brands have humanised themselves, they have an irreverent personality, their tone is fresh and friendly and don’t believe in ever using exclamation marks and always use lower case typography so as not to be shouting and domineering. Recently the barcode on one of their vouchers didn’t work, their response was along the lines of, we can’t always be perfect, we will send you out a new voucher, but please retain the old voucher as evidence of how stupid we can be at times.

The “flawsome” quality of brands is endearing and no doubt will leverage engagement with consumers.  We can only wonder what’s next- brands will have feelings and need therapy?



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