Humanizing the brand

Experts and marketers in the US provide tips on how to humanize a brand.

Last September, when Dunkin' Donuts announced it was changing its name to Dunkin', the company's marketers created content to highlight that the brand was now on a "first-name basis" with fans. "We even gave away handmade friendship bracelets to commemorate the change," says Drayton Martin, VP of brand stewardship at Dunkin' U.S. "People have a real sense of ownership for our brand. You see this in the way many of our guests refer to us as 'Dunks,' or 'Dunkies,' as if we're a good friend."

While the idea of a brand aspiring to be friends with consumers might have seemed...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands