During the brand development process, to the extend that is it deliberate, most conversations are about the activities that supposedly drive the objective measures of success, sales, margins, market share, household penetration, and so on.

However, during qualitative research, brands take on human qualities, they are described using personal pronouns, they are young, old, male, female, a farmer, or a merchant banker, funny, quirky, reliable, and so on, but these responses are usually pushed aside, and minimised in order to give the spreadsheets some air.

Sitting in on many market and brand development conversations over the years, it is surprising how often we forget the human dimension, and the difference it makes to our activities, and priorities when we actively set out to describe the brand in human terms, and give the humanity of the brand a central place in our considerations.