Lev Tolstòj
We believe that brands are a value for society and humanity. With this awareness they must act beyond profit, revealing their humanistic soul.
Brands, with their power to impact the community, have the opportunity to become promoters of change, advocates of social well-being.
Humanistic Branding is our working approach to building all the intangible and tangible assets that help brands enter people's lives and people enter brands' stories.
Humanistic Branding is the brand's process of an empathetic approach towards humans (no longer audiences) in a context of mutual growth. Listening to people's needs is no longer enough: brands must contribute to the development of social contexts, enriching them. Humanistic Branding is about the world and the people who live in it.
Brands must get closer to humans to improve their existence, whatever they offer. Only through this process will their absolute value be perceived as existentially better and not invasive. Brands must put themselves at the service of humanity, beyond their profit. They are the patrons of our desires and dreams, with an ability to make us even more human day by day.
Brands must place Man (ἄνθρωπος) at the centre, adapting and improving the human condition, serving it with will and honesty.
The brand, moving towards man, must take its own values of social growth such as sustainability, well-being, progress, safety, and health,and give them back. This can be done through products and services, as long as the individual benefits from them and their life is improved. Always.
