A more unique way to look at brands is to visualize them as people with attributes, emotions, choices and voice. Consumers tend to associate themselves with brands that have a voice, a mission and caters to their deep rooted feelings like physiological, safety, security, self actualization as per Maslow's hierarchy of needs. Thus, creating brands which are closer to these human attributes and depict a strong humane persona tends to attract the consumers and helps them to establish strong bonds.
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