Kitcatt Nohr

Relationship status: why brands need to become more human

Find out why brands need to bring a human touch to their customer relationships

Ask a brand what sort of relationship they want with their customers, and the answer will usually be "love".

But people have many different types of relationship – from significant others to best friends to neighbours they're dimly aware of.

So why can't brands bring some of that nuance to their relationships with customers?

We spoke to Kitcatt Nohr managing director Hattie Whiting,  chief strategy officer Ed Beard, and Robert Rowland Smith, philosopher and relationship expert at The School of Life, to find out how brands can better connect with their customers by thinking about relationships in human terms.

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