What Sweden can teach us about brand connections

You may be hard-pressed to talk to a live person when you call your cable company, but if you have the urge to talk to a Swede, a random (live!) one will pick up after a couple rings.

Yes, this is a thing, and it’s beautiful.

Sweden is following the trend (set by Iceland and Ireland) to bring a more human element to what may be considered a cold, stoical region of the world – in both temperature and temperament.

Brands are presented with countless opportunities to do the same, and smart ones have mobilized their employees and loyal customers to do so. Customer service teams are more responsive than ever on social media. Employees double as brand advocates (for example, search #lifeatkohls). Many companies are investing in more, and better, technology to take friction out of having a question answered or purchasing a product.

And sometimes, a simple phone number and a live person on the other end to answer is the human connection that’s needed to keep a brand real, genuine and fun.

What are some of the ways you can humanize your brand for better engagement and sparking new connections?


By |2019-01-21T13:07:08+00:00April 9th, 2016|vehr perspectives|Comments Off on What Sweden can teach us about brand connections

About the Author:

Suzanne Buzek
Everything in life comes down to energy, whether at a subatomic level or on grand cosmic scale –conserving it, sharing it, harnessing it. Ladies and gentlemen, meet Suzanne, who is energy incarnate. Make that ENERGY! She directs that energy toward getting things done for clients in a thoughtful, collaborative way. Her specialties include content development and marketing communications strategy for clients in technology, education, nonprofit and other industries. Suzanne brings the same enthusiasm to every project, whether small and simple or wide-ranging – such as communications to support 1,000 national customers while in-house at a large corporation. Her role as president of the American Marketing Association Cincinnati means she keeps our marketing skills on the leading edge, too.