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.