Romancing the Brand: How Brands Create Strong, Intimate Relationships with Consumers

Q&A with the Author

How would you define an intimate consumer relationship?

I like to think of it as a romance -- a relationship in which both parties are dependent upon one another. The consumer relies on the brand's functional, emotional, and social benefits, and the brand relies on the consumer's loyalty and word-of-mouth to praise the brand to friends, family, and colleagues.

What makes customers fall in love with brands?

Consumers must feel like a brand is truly designed for them as a "brand for me." The brand has to meet their needs, and the brand's personality has to be appealing enough to inspire a sense of attachment. As marketers, we must treat our consumer like we would treat a prospective girlfriend or boyfriend. We need to make them feel special, create a meaningful experience with them every time we interact, and communicate honestly and often.

Why is the context in which we "meet" a branded product or service important?

"Meeting memorably" is incredibly important! If the consumer's first encounter isn't an impressive experience, it is unlikely that the consumer will return to the brand. Think about your own relationships. For you to have any ongoing interest in someone else, something about that individual has to connect during the initial meeting, or else why would you bother spending any more time together?

Is an emotionally-based relationship with the consumer possible for any product?

Yes! There are only so many functional benefits that a category can have--in many cases, the only way you can differentiate your brand from competition is emotionally. Your consumer might be using your brand for a functional reason, but that doesn't mean the brand isn't doing something to touch their emotions. We are emotional people and view our world through an emotional lens.

What is the first step marketers should take to begin building a deep relationship with consumers?

Know that brands are not just for the Coca-Colas and the P&Gs of the world. Every business, big or small, is a brand, or has brands. If you are going to succeed, the first step is to really know your type--the individuals that are most likely to adopt your brand-- and understand their distinct hopes, dreams, issues, and problems intimately. Most importantly, decide how your brand is going to go about helping them.