Once we know something, it becomes hard to imagine what it feels like not to know it.
More quotesBrand love makes a splendid outcome and an absurd entrance fee. Nobody wakes up aching to establish an emotional relationship with a new washing-up liquid, payroll tool or packet of oats. They have a cupboard to fill, a payslip to run and breakfast happening in six minutes. Yet marketing teams keep attempting courtship before introduction: manifesto, purpose sermon, solemn founder portrait—and the product itself waits to be tried. The order is backwards.
A supermarket sample earns attention with flavour. A software trial earns it by completing one irritating task faster. A new restaurant wins affection after the first good meal, not after explaining its “culinary philosophy” in copperplate type. Experience creates the evidence from which preference can grow.
Brand still matters here. Distinctive assets help people notice and remember the offer. Reputation reduces the risk of trial. A sharp promise tells the right buyer why bothering might pay. But those things should escort somebody towards useful experience, not demand devotion at the door.
Ask something brutally practical of the campaign: what would make the next sensible person try, switch or buy once? Remove the fear, make the benefit tangible, put the product in reach. Love, if it comes, is earned in the using. Calling for it beforehand amounts to emotional invoicing.