The article discusses how emotional connections with brands parallel human relationships, forming attachments that can deepen over time. Consumers may exhibit strong loyalty to multiple brands within the same category, exhibiting a kind of "polygamous" loyalty. Brands can evoke feelings of identity and security, becoming almost indispensable in routines. This deep connection is used strategically by marketers, who recognize the variances in consumer relationships and aim for loyalty while acknowledging that these relationships are complex and diverse.
Marketers aim for loyalty, but brand relationships are far from the "one-size-fits-all" ideal.
We often rely on brands for a sense of identity, security, or comfort-and marketers know this well.
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