Human Approach

Tilted Chair was founded in early 2010 at the height of the biggest financial crisis since the Great Depression. Our founders realized too many agencies were “creating ads to target consumers” when they should have been creating experiences people would love. Do right by people, the same way you would your friends. Brands who operated by this philosophy were better equipped to weather the financial turmoil of the recession.

Since 2010, we’ve seen trust in big business hit an all-time low. In fact, over 80% of Americans don’t trust big business at all.* As a result we’ve seen people gravitate to local brands, peer-to-peer businesses, and embrace brands that “get them.” Why? Well, these types of businesses still act human.


*According to 2016 Gallup Consumer Confidence report.


You want to increase your sales and reduce costs.
You want to be the Apple of your industry.




Human brands don’t target consumers, they make friends and gain fans. When people are engaged with brands they are 50% more likely to click on an ad or find out more about company promotions or events. In essence, the effectiveness of their marketing is up to 50% more than their peers.



If you want to prevent price erosion or simply stop trying to compete solely on price, then your brand needs to be more human. People wouldn’t pay $6 for a cup of coffee if Starbucks competed on taste or ranking or other quantifiable offerings.


As a byproduct of increased marketing effectiveness, your overall costs of marketing can, in some cases, be reduced. Again, by making friends and gaining fans you are creating evangelists for your brand. Word-of-mouth advertising is not only powerful, but virtually free.



Part of being human is listening and adapting. Human brands are able to create better products and services because they listen to their consumers and they adapt. Ben & Jerry’s is second in the U.S. ice cream market because the brand knows how to listen to people and create relevant flavors like Cherry Garcia and Americone Dream.



“Your brand is what people say it is when you aren’t in the room,” said Jeff Bezos, founder of Amazon. We start our research into your brand, competitors, and audience by using social listening tools. This allows us to paint the most up-to-date picture of your brand and listen to what people are saying about your brand and industry.



Human brands need a heart and soul. They need a reason and purpose. We call them archetypes. We utilize archetyping to create a brand personality and a story to connect your brand to people. This should be present in every contact point with people.


Based off your brand archetype and your potential consumer archetype, we develop your brand positioning. This is the specific offering your brand is providing people. We reinforce this positioning with specific attributes from your brand like customer service or product features.


Communicating your story is one of the most crucial parts of your marketing efforts. We are known for our ability to craft authentic stories seamlessly into the social and digital space. This requires a firm understanding of technology and the agility to communicate in a relevant time frame. Our experienced team has crafted stories for such brands as Anheuser-Busch, Chevy, Jamba Juice, AT&T, Mars/Wrigley, Marriott Hotels, People® Magazine, and many more.


Our multidisciplinary team includes in-house production to ensure our stories can come to life. Having in-house production allows us also to turn around most work 2 to 3 times faster than other firms. This is especially crucial in a world where branded content is king.



Distributing your story to people is sometimes the most difficult part of marketing. We take a social-first philosophy to our media distribution. As social media continues to gain ground on traditional media, we will soon be able to get your story to more people, and to track their engagement. Our social-first strategy not only provides better data on ROI, but more importantly, provides feedback to improve the story and endear your brand with people.