As humans, we want things to look human to us, so that they become familiar. Hence, the use of language, mascots, adding personality traits to businesses/brands, cartoons, etc.
It makes them non-threatening.
However, it doesn’t go the other way around: making people things. Well, unless you’re a psycho or run an exploitative way of “biz”.
That’s why also, the whole HR thinking and leadership has been shifting from Resources and Capital into Talent and Development.
Because a thing, becomes a number.
Because a thing, doesn’t have feelings.
Because a thing, can be used.
Here’s the thing(pun intended)
If this is how we as humans see things, why would you want to become a brand —a thing?