About Human Brands: a podcast about actual feelings
As the world faces unprecedented changes, the way brands stage their communication should resemble human traits, such as empathy and fragility. A shift that is necessary for building a new way of conceiving commerce: more sustainable, aware, human. A podcast by Human Brands Observatory, a project by No Panic & Act, with the voice of Axelina Gunnarsson. Visit www.human-brands.org
If, among all sectors, there is one that has suffered more changes since the advent of Internet, that is information and journalism. Let’s make newspapers and magazines our responsibility again. Activism you can browse can play a big role in your community. Author: Giulio Rubinelli. Voice: Axelina Gunnarsson. Learn more by visiting www.human-brands.org
16 Mar 2022
07. Brand Partisan
Wouldn't it be incredible if the next world war was prevented by Adidas? The next tyranny curbed by Twitter, the next genocide avoided by Louis Vuitton? Are we entering a new era of branding? A critical analysis of brands’ activation since the invasion of Ukraine. Author: Giulio Rubinelli. Voice: Axelina Gunnarsson. Learn more by visiting www.human-brands.org
21 Jan 2022
06. DJ saved my life
Literally as in 1982 hit Last night a DJ saved my life, Logic’s song might have helped increasing the number of calls to the National Suicide Prevention Lifeline. Let us imagine a world where the higher purpose of an artist, as well as of a brand, is not economical revenue, but what is best for their audiences. “Doing good” is not merely charity, but is also to be incorporated into the art and the product itself. Author: Giulio Rubinelli. Voice: Axelina Gunnarsson. Learn more by visiting www....
28 Dec 2021
05. Teo
The BBVA campaign considers the historical context of its audience, with a sensible touch and empathic grace, speaking a delicate and unpretentious language. The neorealist approach of tracking down talents on the street is rebellious in its kind and finds its ground in the growing distrust towards social influencers, preferring more average shapes and tones of voice. Author: Giulio Rubinelli. Voice: Axelina Gunnarsson. Learn more by visiting www.human-brands.org
27 Nov 2021
04. The political brand
“In power” and “in charge” have seemingly become horrendous phrases to indicate someone who illicitly occupies an arbitrary position. If we were to consider political parties as brands (which they actually are), then we would be looking at a monumental lack in brand loyalty. But is there somewhere around the world a political brand that is trying hard to reconnect to their electoral basis? Of course there is. Author: Giulio Rubinelli. Voice: Axelina Gunnarsson. Learn more by visiting www.huma...
12 Nov 2021
03. Of herds and men
"Not every man remembers the name of the cow which supplied him with each drop of milk he has drunk." Or would they? Berle Farm and Oatly represent two sides of the same coin, both trying to recover a lost meaning in food and beverage consumption. How distant has our perception really become from the original producer of the raw materials we consume to what we put in our mouths? Author: Giulio Rubinelli. Voice: Axelina Gunnarsson. Learn more by visiting www.human-brands.org
5 Nov 2021
02. The territorial bond
This week's episode is about the broken bond between territories and sports. A breakup that has lead to a 40% drop of audience in Italy over the last year. But what are the causes? What are the possible solutions? Nike had a pretty good idea with its CityConnect series for the MLB. But will this be enough? Venezia FC, after 19 years of absence from the SerieA, has brought a fresh breeze to the market. Their effort gives hope for a more human future in the industry. Author: Giulio Rubinelli. V...
29 Oct 2021
01. Hello I'm a human being
The identity quarrel between Apple and Microsoft brings human branding to the next level. A fight lasting over three decades and that might go on for god knows how Long (yeah, with capital L). Author: Giulio Rubinelli. Voice: Axelina Gunnarsson. Learn more by visiting www.human-brands.org
19 Oct 2021
00. What we mean by Human Branding
A first insight into Human Branding: a new and more sustainable approach to marketing and commerce. Author: Giulio Rubinelli. Voice: Axelina Gunnarsson. Learn more by visiting www.human-brands.org
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