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“Those brands who communicate using human language, tapping into people’s emotions and avoiding more functional words and phrases, tend to perform better in advertising effectiveness, on brand metrics such as aided brand awareness, ad awareness and aided product awareness,”
How to give human face to a brand?
Airbnb launched a (print) magazine to connect homeowners and travelers.
“This is a printed magazine where honest stories are told by the unexpected characters of our community. It is a crossroad of travel and anthropology; a document of community, belonging and shared space.
Pineapple is a platform for the incredible stories from Airbnb’s extended family to be shared; it is somewhere for readers to see how people live and create connections in cities today.”