His older brothers have been making the media rounds, reminding us all that yes, even popes come from ordinary families. They bicker, tease, and support each other—just like ours. And that glimpse into his personal life has made many feel more connected to this new pope. In a world often skeptical of institutions, this relatability has fast-tracked acceptance and even affection.

It got me thinking: why don’t more brands aim for this kind of connection?

Marketers spend enormous budgets trying to reshape consumer perceptions. But in doing so, how often do they ask themselves are we relatable? Do we feel human? In a time when trust is fragile and loyalty is hard-won, connection might be the most undervalued currency a brand can have.

Let’s rewind to 1985 for a cautionary tale.

Coca-Cola, worried about losing market share to Pepsi, launched “New Coke”—a sweeter, bolder version of their soft drink. It was a disaster. The company failed to take into account the connection  people had to Coke, “The Real Thing.”  They assumed consumers wanted something new when what they really valued was the emotional comfort of something familiar. The backlash wasn’t just about taste—it was about trust. People felt Coke had broken an unspoken bond.

The lesson? Emotional connection matters. Deeply.

When brands overlook that connection—when they forget the role they play in consumers’ lives—they risk not just losing market share, but losing hearts. On the flip side, when a brand (or a new pope) feels like one of us—open, grounded, familiar—we’re more likely to welcome them in, even when change is involved.

So as Pope Leo settles into his new role, waving and smiling like the neighbor down the block, it’s worth asking: what would it look like if your brand felt more like Father Bob?