Soulful brands

YoSushi! founder Simon Woodroffe, talking to entreprenologist Steve Parkes on the Flying Startups Podcast:

"The brands that people will trust in the future are the brands that haven't been designed by advertising agencies; where the soul of the people who are behind them actually come out in that brand."

Indeed. As customers, we are more and more looking for the identities of the people behind the brand to shine through the identity of the brand itself.

It's called authenticity.