W h y i s H uma n Insi g h t Imp or t ant ?

New rules apply. A new order has risen. The locus of control has changed. Brands are no longer in charge.

Now is the time of the human!

Sound familiar? Have a peruse of any copy of Campaign or Marketing Week and you'll find at least two or three articles with words to this affect. But what does all this really mean?

We know now that tech and social media have empowered people like never before. People have more information; more ability to compare; they have digital megaphones to air grievances or skip, and block the communications of businesses and brands that are not up to scratch. They are Masters and Mistresses of the Universe... or the business and brand universe at least.

Marketeers and brand guardians thought that tech and AI would be their 'weapon' but it has become the silver bullet of human truth that kills brand myths.