Reviving the bond: Keeping the spark in brand romance alive

Just like in a marriage where couples might start taking each other for granted, brands and their consumers can fall into a pattern

- SANJEEV KOTNALA

Like a long-term relationship, a brand's connection with its customers can lose its spark over time. The thrill of the early days fades as customers become used to the brand. What started as exciting interactions becomes routine. Just like in a marriage where couples might start taking each other for granted, brands and their consumers can fall into a pattern. The initial magic fades, and both sides can start feeling complacent. This is when loyalty is tested. So, how do brands keep the spark alive?

Recently, I ventured into the old districts of Fort and Ballard Estate in Mumbai. I realised I had lost touch with the city I loved for two decades. My work-from-home routine had confined me to only a few specific areas. I had been swept up in the new developments, like the Sea Link and metro projects. In doing so, I forgot the charm of the city's heart, which once captivated me. My relationship with the city had become distant, just like what can happen between a brand and its customers.

This got me thinking: consumers, too, can get swept up in the shiny new products and bold marketing campaigns. But, amid all the excitement, they sometimes lose sight of what made them fall in love with the brand in the first place. Over time, the relationship becomes vulnerable, and loyalty weakens.

The Need for Rejuvenation