one night brand

Too much marketing takes a ‘one-night stand’ approach to building relationships.

The brand does all it can to get people’s attention – to seduce and woo them – only to ignore them the morning after.

But most of us already know that such an approach rarely establishes meaningful, long-term relationships.

Sooner or later, no matter how clever the tagline, or how single-minded the big idea, successful brands need to progress from courtship to a relationship.

And that requires a different approach.

It needs regular, two-way communication.

It needs compromise and understanding.

It needs trust.

And all of those require something more than a flashy new campaign every few months.

Sure, they’re a big part of courtship, but courtship is just the beginning.

Moving from lust to love requires us to show our audiences attention; not just for them to give it to us.

Let’s get serious.

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