I started engaging with brands a few weeks ago as a joke, but now I’m sincerely starting to like them. They try so hard and so sincerely. They work at being presentable. They talk about important things. They are polite. Most humans can’t say they are/do those things.
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I’m Michael McCain, CEO of Maple Leaf Foods, and these are personal reflections. I am very angry, and time isn’t making me less angry. A MLF colleague of mine lost his wife and family this week to a needless, irresponsible series of events in Iran...
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This is a great observation.
I don’t think brands have ever been able to interact directly w/ the public so frequently, or so personally. In past, mainly one-to-many ads/commercials, or customer support.
It poses a challenge, but also more opportunities to express brand values.
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Spokesperson effect? You're representing a collective greater than yourself, and awareness is easier than self awareness. If my performative emotional intelligence is indistinguishable from the real thing, isn't it the real thing?
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