Brands are trying to lose the corporate feel and convince consumers that they're "human" and will interact with customers the way a person would, Rupal Parekh writes. Tactics to build the human feel include advertising and how a brand responds to users on Facebook and Twitter, but humanity can be contentious, experts say. "There are competitors trying to make the humanity claim. ... It's important to look at our ads and make sure they show our core DNA and say, 'only JetBlue can say that,' " said Marty St. George, JetBlue's senior vice president of marketing and commercial.

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