"Unless you focus on the human element, your message will struggle"Learn how to relate to the consumers needs.Simplify.Show them why they NEED "it".Help consumers understand what your brand stands for. What does it mean. Why should they trust it. Once they love you, they will return.--------------Not just simplifying the complex, but making it digestible and relevant to the consumer.It isn't always about describing what the product or service your brand provides is, it is often more important to explain why the consumer can't live without it.Why they can trust you.Gathering all available insight, inspiration and information. Engage the designers, engineers, program managers to find the little nuggets that mightotherwise be overshadowed by the more "obvious features".Find a way to differentiate a "me-too" product. In other words, find features or benefits thatcompetitors might have as well, but explain it in a more compelling or relevant manner.Own it before they do.Most consumers don't take full advantage or aren't informed of all the features and benefits ofproducts they buy. This is either the fault of the manufacturer for bad communication or a lazyconsumer. There is great joy in showing consumers new relevant features of a product that they already own. This adds even more value and increase the opinion of the product's brand. Build owner loyalty.Target the influentials and the rest will follow. That influential might only be 10% of the general market, but they speak for 80% of them. I love to engage that passionate customer and they seemto love to be engaged. Make it easy for them and they will be your best brand ambassadors.