<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>The physical and social realities, mental biases and limitations of being human differentiate human brands from others. It is their very humanness that introduces risk while generating the ability for enhanced returns. Four particular human characteristics can create imbalance or inconsistency between the person and the brand: mortality, hubris, unpredictability and social embeddedness. None of these qualities manifest in traditional non-human brands, and all of them present risks requiring active managerial attention. Rather than treating humans as brands and making humans into brands for sale in the commercial marketplace, our framework forces a focus on keeping a balance between the person and the personified object.</p>
</abstract>

The physical and social realities, mental biases and limitations of being human differentiate human brands from others. It is their very humanness that introduces risk while generating the ability for enhanced returns. Four particular human characteristics can create imbalance or inconsistency between the person and the brand: mortality, hubris, unpredictability and social embeddedness. None of these qualities manifest in traditional non-human brands, and all of them present risks requiring active managerial attention. Rather than treating humans as brands and making humans into brands for sale in the commercial marketplace, our framework forces a focus on keeping a balance between the person and the personified object.

Managing the Human in Human Brands

Boston University, Questrom School of Business

NIM Marketing Intelligence Review

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

{"article-title":"Managing the Human in Human Brands"}

The physical and social realities, mental biases and limitations of being human differentiate human brands from others. It is their very humanness that...

Managing the Human in Human Brands

Online veröffentlicht: 20. Apr. 2018

Seitenbereich: 30 - 33

DOI: https://doi.org/10.2478/gfkmir-2018-0005

Schlüsselwörter
Human Brands, Risk

© 2018 Susan Fournier et al., published by De Gruyter Open

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Managing the Human in Human Brands

Online veröffentlicht: 20. Apr. 2018

Seitenbereich: 30 - 33

DOI: https://doi.org/10.2478/gfkmir-2018-0005

SchlüsselwörterHuman Brands, Risk

© 2018 Susan Fournier et al., published by De Gruyter Open

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Schlüsselwörter
Human Brands, Risk