The DNA of authentic brands: the role of humanization in marketing

Abstract

Currently, marketing is an essential tool for companies that want to stand out in the market, which is becoming increasingly competitive and saturated. It’s essential to find ways to gain a competitive advantage over the competition. In this article, I analyze the DNA of authentic brands, how they stand out, and how they use humanized marketing in their day-to-day operations. Additionally, I explore humanization in marketing as one of the main trends for 2023 and what strategies brands should adopt.