Scientists have shown that the chemical response of romantic love fades away as you stay with the same person over time, and is replaced with a different chemical response that makes the couple stay together through friendship and a sense of bonding.
I wonder if a similar thing occurs with the love of a product.
I’ve got to admit, I’ve had a lot of product one night stands. Over time brands become boring and the infatuation disappears, leaving you with the feeling of waking up in the bed
next to a now uninteresting person you once thought you were crazy about
The initial spark of brand love is a necessity, but how do we convert this into a sense of friendship and bonding to convert it into long term brand loyalty?
In an article about love, National Geographic wrote
about different types of relationship counseling programs created to help long term love and romance. One thing they mention is long term eye contact. Does this mean that an ad that has long copy could help to create better long term brand bonds (please stare into my beautiful copy). Maybe it’s just about spending longer amounts of time in the mind of brand lovers.
I think the brand has to find some new way of exciting us. Some surprise we didn’t expect. How about role playing? Could we find temporary new love with Sears if they rocked our socks with an ad involving cheerleaders??