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Managing the Human in Human Brands

Author

Listed:
  • Fournier Susan

    (Senior Associate Dean, Questrom Professor in Management, and Professor of Marketing, Boston University, Questrom School of Business, Boston, MA, USA)

  • Eckhardt Giana

    (Professor of Marketing, Royal Holloway University of London, Egham, Surrey, England)

Abstract

The physical and social realities, mental biases and limitations of being human differentiate human brands from others. It is their very humanness that introduces risk while generating the ability for enhanced returns. Four particular human characteristics can create imbalance or inconsistency between the person and the brand: mortality, hubris, unpredictability and social embeddedness. None of these qualities manifest in traditional non-human brands, and all of them present risks requiring active managerial attention. Rather than treating humans as brands and making humans into brands for sale in the commercial marketplace, our framework forces a focus on keeping a balance between the person and the personified object.

Suggested Citation

  • Fournier Susan & Eckhardt Giana, 2018. "Managing the Human in Human Brands," GfK Marketing Intelligence Review, Sciendo, vol. 10(1), pages 30-33, May.
    • Handle: RePEc:vrs:gfkmir:v:10:y:2018:i:1:p:30-33:n:5
    DOI: 10.2478/gfkmir-2018-0005
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    Keywords

    Human Brands; Risk;

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