Brand Friendship

(photo: Mirror, UK)

I was having a conversation with a client the other day about how brands are human. They evolve over time (hopefully), make mistakes and try to surround themselves with people who support them. And as I'm spewing existentially, I realize that thinking of brands as human is not enough.

Brands have to be friends, because friends...

• are there when we need them
  
• tell us the truth
• make our lives better
• change with us
• figure out the best way to communicate with us
  

Now that there are so many communication tools and networks connecting us to our real friends (and family), we have developed intense expectations. We are conditioning ourselves to expect brands to be willing, excited and always available to add value to our lives and fix our problems.

Is this a logical expectation? I'm not sure. But I do know that the expectation is set, so brands must adapt to survive. Whether they like us or not, they better be our friend.