Airbnb and Channel 4 on ‘staying human’

The pace of tech innovation has presented brands with a fresh challenge as to the best way of reaching consumers.
As brands up their focus on technology, however, they risk losing their ‘human’ characteristics. Channel 4 is looking to overcome this challenge by ensuring that its brand values are emotive and come from its “unique” remit. It wants people to feel positively towards the brand, rather than being seen as simply providing a functional service.
“Our values