The most human marketing I’ve ever seen

When I attended my first college marketing class, I became hooked on this Philip Kotler definition: marketing is a combination of psychology, sociology, and anthropology.

Marketing is all things human!

It’s easy to forget about that in this world overrun by AI, but I believe that in the end, that is still true. The most human company wins.

I thought it would be fun to have some members of the RISE community report on the most human marketing they’ve seen. I think you’ll find these inspiring stories a refreshing break from the AI feed!

Evie’s Story

Dr. Matt Wilkinson, founder of Strivenn

About six years ago, I came across one of the only life sciences marketing campaigns that ever truly moved me, Charles River’s “Evie’s Story.”

It’s rare for a B2B life sciences video to spark deep emotion, but this one brought me to tears. “Evie’s Story” wasn’t just emotionally powerful; it was strategically brilliant. Built on the classic framework of Freytag’s Pyramid, it masterfully told a compelling narrative that pulled at the heartstrings while making a complex topic deeply relatable.

The campaign did more than tell a story; it humanized the Charles River brand at a time when it needed to connect not…