Artwork for podcast Lehigh University Business Thought Leadership
Understanding the Benefits — and Risks — of Humanizing Your Brand
31st October 2017 • Lehigh University Business Thought Leadership • Lehigh University
00:00:00 00:05:12

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Research—and the Ghostbusters movie—have shown that while humanized brand characters can create strong emotional bonds between consumers and products, they can cause an even stronger backlash when things go wrong.

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