Brands aren’t people.  They never have been.  They never will be.  Nope.  Brands are color, typography, a photo, an icon, a product, a building, a cube, some letterhead, but not a person. Ironically though, people can be brands.  Michael Jordan is perhaps the best example.  The Jump Man 23 logo and product line is Michael Jordan and without him there would be no brand…because he is the brand.

The brands I get the most out of on twitter are the brands that aren’t coming across as brands.  They’re coming across as people.  You know, real people.  From Scott Monty to Frank Eliason there’s plenty of companies getting this right.  But, for every Tom at Fancast, there’s Pizzahut.  Some companies just don’t get it.  I don’t want to connect with you logo.  I want to connect with a real person.

Now I’m not saying your avatar/photo can’t be a logo.  I’m totally cool with that.  In fact I prefer it, because the people representing a brand can change, but the brand won’t.  But, the bio should indicate who is representing the brand on twitter.  Here’s an example of two brands using logos as avatars:

1. Your direct line to the Pepsiverse. Currently serving: Ana and Rachel.
2. Now You’re Eating

Hmm, do you want to connect with Ana and Rachel or “Now You’re Eating?”  Seriously, think about it.  Brands and brands on twitter will never make it, because people, despite their reliance on digital communication, want a personal and human touch.

If there is one thing W+K can do it’s TV. The work they do for Nike is amazing. It actually blows me away that Nike thought they needed Crispin on board for Nike Running. But, hey I’m sure someone smarter than me is making those decisions. This is their latest work and it’s amazing.

The copywriting make this spot. You can apply the same point being made about basketball to the work we do on a daily basis. While some may make the work look easy, the reality is we great work comes through effort.