The importance of connections

In this second and final part of the series Ant Cox, executive director of Dragon Rouge, highlights the importance of creating a connection with the consumer.
So what does it take to humanise a brand? Given how complex human beings are, it’s not surprising that there isn’t a simple checklist, but we think there are certain principles that in combination can lead to more human brands.
Show genuine character
One of the most evident ways we can judge whether a brand behaves in a human w