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Fast Company
2 minutes ago
- Fast Company
Successful branding campaigns require a human touch
When was the last time a brand didn't just catch your eye, but moved you—made you feel something real? Today, AI can produce logos, taglines, and campaigns at lightning speed. Algorithms can replicate styles, test headlines, even mimic tone. But as branding becomes more automated, a deeper question emerges: Can machines truly connect with human experience? Or does meaningful branding still depend on uniquely human emotions like empathy, intuition, and lived understanding? After 15 years of building brands across continents and causes, I've learned that the most powerful branding isn't about perfection. It's about presence. When we show up—really listen, engage, and understand—branding becomes a bridge to transformation. Empathy isn't programmable Consider Sonia, a single mother in Delhi, India, who handcrafts beautiful bags. Her skill was undeniable, but her work was invisible to the market. She didn't need a new product to attract customers—she needed a platform. We helped craft Saffron, a brand that honored her artistry and gave her a place in the conversation. What followed wasn't just commercial growth; it was a personal awakening. Branding turned her story into strength. AI can't do that. It doesn't ask how someone feels, or why their work matters. It optimizes—but it doesn't understand. Intuition creates belonging In Hanoi, Vietnam, a small café run by recent graduates struggled to stay open. They had quality coffee and a noble mission—providing jobs for youth—but no clear identity. We repositioned the space as Friends Coffee Roasters, a name that invited connection and warmth. The transformation was immediate. Customers showed up, reviews surged, and the café became a local favorite on TripAdvisor. A new name didn't just save a business—it saved a dream. Branding didn't just describe what they sold; it reflected who they were becoming. Culture is not universal Technology can scan trends, but it can't live inside a culture. That matters—because branding without context can flatten identity instead of elevating it. In the Villa Rica region of Peru, the Yanesha tribe cultivates organic coffee to fund community development. Yet selling unbranded bulk beans kept them trapped in poverty. Working with the tribe, we codeveloped Tierra Fuerte, a brand rooted in resilience and sovereignty. With it came more than just packaging—it brought pricing power, dignity, and visibility. A similar challenge arose in Mongolia, where limited access to fresh produce was impacting health. Partnering with local stakeholders, we created Smart Berry to introduce strawberries grown in high-tech smart farm. The brand became more than a product—it sparked a national conversation about wellness, youth aspiration, and modern agriculture. In both cases, cultural insight—not code—was the true catalyst. Final thoughts These experiences remind us: While AI is a tool, human intelligence is the soul of branding. The ability to read between the lines, to feel the emotional undercurrent, to design not just for markets but for meaning—those are still human strengths. When branding is approached with care, it can uplift. It can build local economies, support social missions, and shift narratives. It doesn't just sell—it serves.
Business Insider
3 minutes ago
- Business Insider
Jeff Bezos shares a touching tribute after his mom's death: 'I hold her safe in my heart forever'
Jacklyn Gise Bezos, the mother of Amazon founder and executive chairman Jeff Bezos, died on Thursday. She was 78. Bezos shared the news in a touching tribute on Instagram. "After a long fight with Lewy Body Dementia, she passed away today, surrounded by so many of us who loved her — her kids, grandkids, and my dad," he wrote of his mom, who was diagnosed in 2020. "I know she felt our love in those final moments. We were also lucky to be in her life. I hold her safe in my heart forever." View this post on Instagram A post shared by Jeff Bezos (@jeffbezos) Bezos shared that his mom had him when she was 17, adding, "That couldn't have been easy, but she made it all work." "She pounced on the job of loving me with ferocity, brought my amazing dad onto the team a few years later, and then added my sister and brother to her list of people to love, guard, and nourish," he continued. "For the rest of her life, that list of people to love never stopped growing. She always gave so much more than she ever asked for." Bezos previously shared that his mom married Miguel Bezos, a Cuban immigrant, who later adopted him. He said he learned Miguel Bezos wasn't his biological father when he was 10. Bezos' parents were early investors in Amazon. Bloomberg reported in 2018 that Jackie and Mike Bezos invested more than $245,000 in the company in 1995, which could make them worth billions today. Jackie Bezos was a strong supporter of education; she and Mike started the Bezos Family Foundation in 2000, through which she dedicated her efforts to Vroom and the Bezos Scholars Program.
Business Insider
3 minutes ago
- Business Insider
Jeff Bezos shares a touching tribute after his mom's death: 'I hold her safe in my heart forever'
Jeff Bezos said his mother, Jacklyn Gise Bezos, died at age 78 on Thursday. In an online tribute, Bezos said his mother "always gave so much more than she ever asked for." Jacklyn Bezos had Jeff Bezos when she was 17 and was an early investor in Amazon. Bezos shared the news in a touching tribute on Instagram. "After a long fight with Lewy Body Dementia, she passed away today, surrounded by so many of us who loved her — her kids, grandkids, and my dad," he wrote of his mom, who was diagnosed in 2020. "I know she felt our love in those final moments. We were also lucky to be in her life. I hold her safe in my heart forever." View this post on Instagram A post shared by Jeff Bezos (@jeffbezos) Bezos shared that his mom had him when she was 17, adding, "That couldn't have been easy, but she made it all work." "She pounced on the job of loving me with ferocity, brought my amazing dad onto the team a few years later, and then added my sister and brother to her list of people to love, guard, and nourish," he continued. "For the rest of her life, that list of people to love never stopped growing. She always gave so much more than she ever asked for." Bezos previously shared that his mom married Miguel Bezos, a Cuban immigrant, who later adopted him. He said he learned Miguel Bezos wasn't his biological father when he was 10. Bezos' parents were early investors in Amazon. Bloomberg reported in 2018 that Jackie and Mike Bezos invested more than $245,000 in the company in 1995, which could make them worth billions today.
