Without question, the modern brand is becoming more human and brand attributes are playing a significant role.
As people, we instinctively assign meaning to things.
It’s a primitive survival instinct that has kept us alive for millions of years.
Our brains create shortcuts to help us to quickly understand whether something represents survival or danger.
We assign meaning to people, places, creatures, things and… you guessed it, brands.
In this article, you’ll learn why brand attributes are playing an increasingly important role in the brand-consumer relationship and how you can define attributes to attract your audience.