Kartajaya, H., Kotler, P., & Hooi, D. H. (2019). Marketing 4.0: moving from traditional to digital. World Scientific Book Chapters, 99-123.
1 According to the authors, brands must possess six (6) human attributes to influence customers as friends without overpowering them. Explain these six (6) human attributes.
2. In your opinion, does brands possess human qualities? What can marketers do to make it more human?