…So they order a round of Mexican lagers, check in on Facebook using their 10GB family data plans, and discuss saving 15% or more on car insurance.

Given the ambiguity of this article’s title, it would seem quite difficult to predict the situation between the three characters. However, if you’ve watched TV or been on the internet lately, you could’ve nailed it on your first guess. That’s because marketers have successfully tapped in to a fundamental aspect of social engagement: personality.

With the rise of social media and inevitable content overload, it’s easy for brands and products to get lost in the fray. Connecting with consumers may be as easy as it’s ever been, but building a relationship beyond the superficial “like” or “follow” is still tricky. Finding profitable, new customers while pleasing loyal fans takes creative thinking. In one of the biggest marketing trends I’ve seen, this creative thinking takes a human-oriented approach.

Successful brand and marketing managers know that building strong, valuable relationships with consumers requires being a human being. It’s difficult to relate to a bottle of beer or a smartphone feature. And very few of us get excited about insuring our vehicles [sorry broker friends]. This is where personality marketing comes into play.

Dos Equis grabs your attention with humor, curiosity, and aspiration. How many “I don’t normally do X” scenarios have you heard or created? We believe that the Most Interesting Man in The World is, in fact, the most interesting man in the world. And we drink Dos Equis because we want to be the most interesting, too! Or, because we want our beer to be an extension of our curious and humorous selves. Chances are, you’re not drinking Dos Equis just for the taste.

AT&T recently launched a campaign to promote its new family plans with a different kind of spokesperson. Lily Adams is sharp and witty, yet sweet and approachable. We see her interact with a variety of characters throughout the campaign, to whom many of us can relate. Whether she’s whispering so she does not disturb a sleeping baby or exchanging basketball accolades with Grant Hill, we listen and remember. 10 gigs to share with unlimited talk and text never sounded so sweet.

And who can forgot everyone’s favorite insurance-purveying gecko: The Geico Gecko? Geico recognized the American infatuation with foreign accents and animals as an opportunity to reach us on a personal level. We can’t help but love the personification of animals. The Gecko’s accent [even with its changes] is memorable and perfect for comical impersonations. His subtle, animated mannerisms are adorable. And just like that, something as dull and, perhaps, gloomy as insurance becomes fun and engaging. That took way less than 15 minutes.

When it’s all said and done, humans are sympathetic creatures looking to relate to one another. Products and services, otherwise mundane and inanimate objects outside of their function, need some spice and flavor to capture our attention [and wallets]. Brands with personality help us justify our purchases and add to our own personal expression. Brands without personality fade into the content abyss. The stickiest of brands are the ones that we can relate to, appreciate, and be proud of; all of which are feelings typically associated with human-to-human relationships, rather than B2C relationships.

When the bill comes, we, the consumers, pay the price. But a valuable brand relationship is worth every penny.