I have an approach to adding insight into the relationship between the consumer and the product that I call 'Brand Dating". It's not just a straightforward equation but an emotional rollercoaster to which you need to apply smarts and passion.
Brand Dating™ is all about the attraction, hurdles, gameplans and paybacks of a relationship. It's about the conversations clients and consumers have. About the unspoken thoughts from both parties that determine how they act. What one expects from the other. How you can do it right and reap the rewards or make simple mistakes, like not calling when the other person is waiting by the phone, and ruin all your chances.
While it's not the answer to all the questions that come up in this crazy industry, it's a good way of looking at the exchanges that exist between us and the brands with which we fall in love, despise, casually ignore or silently wonder about. Because, as products and services become increasingly commoditised, the emotion of the relationship becomes the selling point and the differentiator.
Brand Dating © Douglas Maclean
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