Would you have a beer with your shampoo brand?

We like brands that create a useful product or provide a useful service - but do we want them to be our best friends as well?

This opinion piece posted on Medium uses robots as a comparison to brands, in that we tend to want a lot of them to be human-friendly, but not necessarily human-like.

Maybe it's time we stop focusing on how "approachable" brands are, and get back to talking about how useful they are.