I thought about you question a little bit about humanizing a corporate brand. I kept coming back to one over and over in my mind....they have done it for decades....Coca-Cola. They use their brand to tell stories. such as the Mean Joe Green coke commercial http://www.youtube.com/watch?v=xffOCZYX6F8 (one of my all time favorites...I thought you might also like the sports reference thrown in) They make people want their product through visualization, song, words and upon occasion a sense of belonging....they make us feel like we belong with them. Coca-cola even was able to make up through their one major blunder when they did away with their classic formula for awhile and admitted readily they made a mistake....how many companies would do that openly????? Aaron
You are right, Coca-Cola has done a great job of humanizing their brand and owning up to their occasional mistakes. Of course, I think Pepsi got a huge toe-hold on the market with their "New Generation" campaign way back in the day. Funny thing is that I rarely pay attention to either of them now since I do not drink soft drinks ;). When their songs and images can become part of pop-culture, though...there is a "win"!