The Effects of Psychology on Brand Engagement

I read a really interesting article this morning on the influence psychology has on our relationship with brands. The writer Max Spiegelberg, Brand Director at Bloom, taps into the fundamentals of human friendships and applies these to the relationship between the brand and the consumer. It makes sense, really. The more 'human' a brand becomes, the more we are able to identify with them and they become our acquaintance - someone we can depend upon and someone we share common ground with.

This is so important for brands when it comes to real engagement. The ability to offer consumers some kind of value exchange from a shared understanding, which then leads on to a solution, is the winning formula for any successful brand experience.