Brands Need To Be More Canine, Not More Human

Why do brands feel the need to say they’re “human”? This Ad Age article highlights the trend.

I think more brands should be like dogs, not humans. Dogs simply have more qualities worth emulating.

Dogs are loyal — when you feed them. Keep feeding them, pay attention to them, and they’re forever yours. Human loyalty doesn’t exactly work that way and many brands institute so-called “loyalty” programs that have nothing to do with an emotional affinity for customers, just a desire to maintain sales. So it’s better for brands to strive for dog-style loyalty. Customers who feed a brand the way you’d feed a terrier ought to feel the reciprocal love.

It’s the subject of my new column on Talent Zoo. (And that’s David’s awesome dog Lucy in the cover photo.)



About Dan Goldgeier

Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. Dan is also a columnist for and the author of View From The Cheap Seats and Killer Executions and Scrubbed Decks.