Why Humanizing Your Brand With a First Name Will Resonate With Customers

Makes your company more personable, approachable and trustworthy

Alexa, Erica and more are fueling a new branding trend. Photo Illustration: Yuliya Kim; Sources: Getty Images

Driving a Henry, eating a Milton bar or shopping at Rowland. These are experiences customers might be having were Ford, Hershey and Macy’s named today, rather than 100-plus years ago.