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Of course then there are the brands that step into social media like a wolf in sheep’s clothing. They crash our Facebook pages and pose as the tragically hip ordering the latest cocktail infusion at our neighborhood bar. When it comes to “being real or personable”, too many brands come off as cheap polyester versions of Leisure Suit Larry.

We’re sick of the self-promotional ego machinations. The brands we love, come with a personality, authenticity, and unique point of view.

marketers are often too busy chasing the dragon of aggregate click-throughs and response rates to really take notice of whether they’re actually connecting with people.

The tests showed that brands outperformed people where a person’s relationship to a product was tied to a story--such as the subject who loved his watch, which was handed down from his father, more than his girlfriend, or the man whose life-long love of the Seattle Seahawks measured as stronger than his love for his toddler. In all, three of the eight test subjects showed more love for brands than people. “The product they loved more, they loved for a reason,”

it was telling that when the product beat the person there was always a sense of connection that was driven by story.