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when a user comes across your Twitter handle or Facebook feed, she doesn't suddenly transform into a "professional-only" mode that consumes, filters and reacts to content based 100% on her company and career. No, her professional persona may take center stage, but her entire thought process is also influenced by the less apparent parts of her personality: the fact that she's a parent, enjoys rock climbing, is coming off a rough week or lives in a city. As marketers, we need to embrace this fundamental nature of user behavior; namely, that people act, engage, and respond not solely as professionals, but as nuanced human beings.

If connection needs to take place at a human level, then our brands must also become human

Being a humanized brand means learning the art of authenticity. It means being genuine, being passionate about whatever it is your brand is and does. Just like in everyday life, people respond most to others who are perceptibly and consistently real. And that's why it's an art, not a formula. Authenticity, in the long run, can't be manufactured or faked.