Companies serve human beings, not that anonymous concept called a customer. And in order to serve human beings, surely the company needs to be represented by a human brand? Do brands not want to become their customers personally chosen friends?
I expect my friends to communicate with me authentically. An open and authentic voice doesn't require a contrived effort to match that which is currently popular. Social trends may well be a knee jerk reaction to previous censorship or suppression. I suggest that the new brand challenge is to know itself. How well do the creators know themselves? See www.emerging.co.za/blog/index.php
and follow the links through to the Human Brand.