Empathy: The Next Level of Brand Engagement
Kay Wan

Empathy is a very potent ingredient indeed, but in my opinion is extremely hard to master. Apple for example is not my top-of-mind for empathy. Apple does not feel what I feel (and I love Apple). I see more empathy in brands like North Face or Nike, where there is a more direct relation between brand values and personal goals. Moreover Empathy requires beforehand a strong personalization of the brand which is an extremely complex process that very few companies have managed to complete.

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