There’s a lot of talk about building human brands these days.

The fact that this is buzzworthy demonstrates how far marketing has strayed from its core purpose.

To connect.

No matter the work we do, sooner or later, the goal is to get it into the hands of another human and impact them.

The path to getting there is through connection.

If that’s our goal, we waste our time learning about and obsessing over the latest marketing hacks, software tools, and shiny objects du jour.

If we want to build deeply human brands, that connect with our audiences and evoke deep emotion, maybe we should spend more time studying what it means to be human.

Art.

Poetry.

Mythology.

Philosophy.

Neuroscience.

Psychology

Meditation.

Yoga.

If we want to connect with humans deeply we need to understand humans deeply.

Luckily for us, we have thousands of years of content on which to base our discovery.

The core of what drives us hasn’t changed that much in that time.

It turns out that in order to build a more deeply human brand we need to more deeply explore what it means to be human ourselves.

Think deeply

Study deeply.

Connect deeply.

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