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SOCIAL MEDIAPHOTOSFAC E B O O K TWITTERLIKES FOLLOWERS Does your brand speak human?UNIQUE WEBSITEVISITORS
Brands that succeed today have a unique “human purpose” and use that purpose to play a meaningful, active role in people’s lives. By looking at the intersection of purpose and acts, the HumanKind Quotient research proves this to be true.RESEARCH SCOPE PURPOSE “This brand never loses sight of what it’s supposed to be.” “This brand understands how people COUNTRIES can get the most out of it.” “This brand has a soul.” PEOPLE ACTS “This brand does things that impact BRANDS people’s lives in positive ways.” “This brand does other things to connect with me beyond advertising.” C AT E G O R I E S
Brands that speak human have real conversations with people. They speak with honesty, humanity, intrigue And, around the world, people define and humor. They speak the language of people. what it means to be a HumanKind brand in And, by the way, they deliver two times the almost exactly the same way. It translates market share vs. competitors. to a language that everyone understands – marketplace performance. When brands begin with a real human purpose, it leads to more open and authentic relationships When a brand combines human purpose with people, because their focus is on what and acts, it earns the new currency of the brand can really do that’s of value for people. effectiveness today – the currency of populism. But what is most exciting is the power brands Once a brand has established a clear human can wield when they use it to write brilliant purpose, it has to live it. Only brands with a clear human stories – to really speak with people. purpose that live that purpose through acts speak this language, and can rightly be called HumanKind brands. These are the brands that will lead So how do we measure our fluency in this new the conversation of the 21st century. vernacular? How do we understand if we’re speaking human with competence or letting our The brands that speak human. words get lost in translation? The HumanKind Quotient is a new, more relevant way of proving that speaking human converts to real brand equity.MORE MARKET M O R E L OYA LT YSHARE