Date My Brand: Hello

Have you ever noticed that falling in love with a brand is basically the same as dating? Trust me, I've done both — sometimes on the same day.

As a freshly single creative in New York during the Sex and the City heyday, I spent my days crafting ads designed to make Americans fall head over heels for products. My nights? A revolving door of first dates, awkward small talk, and the eternal quest for a good dinner party story. Somewhere between testing taglines and decoding "hey u up?" texts, it hit me: creating brand love is exactly like dating. The same game. Only with better lighting and hopefully less ghosting.

The First Impression

It all starts with the spark – the made you look (and swipe). Maybe it's a killer package, a meme that actually makes you laugh, or a campaign so clever you pause your scroll. You don't know much yet, but something's got you curious. That little jolt of "Hmm, maybe."

Then comes the first date: you take a chance – a free sample, a cheeky discount, a "just one-click" impulse buy. You're cautiously optimistic, watching closely. Does it deliver? Is it as charming in real life as in the ad? If it's all flash and no substance, you ghost faster than you can say "unsubscribe." But if it's good? You keep swiping right.

From Casual to Committed

Next, you start following – checking them out on socials, signing up for newsletters, noticing when they pop up in your feed. Their voice feels familiar, maybe even funny. You share their memes with friends. You're not exclusive, but you're definitely vibing.

Then, if you're lucky, comes commitment. That brand becomes your go-to jeans, your morning coffee, your default delivery app. You don't even think about alternatives. You defend them like a loyal ex, forgive the late deliveries, and maybe even ignore their questionable new logo. You're emotionally invested – irrationally so.

Loyalty runs deep. You'll pay more for their products than competitors'. You'll wait longer for their new releases. You'll proudly display their logo like a relationship status. They've earned your trust, and you reward them with your wallet and your word-of-mouth.

It’s not me, it’s you.

But love isn't perfect. The quirks you once found endearing start to grate. They change their look, chase the latest trend, and suddenly you feel like you're dating a stranger who's more interested in followers than you. The spark dims. They just don’t get me anymore.

And then – the one-night stand. A flash sale from a rival brand. A cheeky Instagram ad that knows exactly what you want. You tell yourself it's just this once, a harmless fling. But deep down, you know it's more. This new brand made you feel something fresh, remembered your name, sent a witty thank-you. And just like that, your toothbrush is at someone else's place.

Your loyalty wavers. The certainty you once felt becomes a question mark. Are they still worth it? Was this relationship always one-sided?

Building Brand Love That Lasts

Here's the kicker: marketers often forget that anyone can score a one-night stand. A big campaign, a bold rebrand, a perfectly timed discount-that's attraction, not love. It's a spike on a dashboard, not a heart in your customer's life.

Real love? That's showing up consistently. Surprising people with generosity, depth, and actual substance-not gimmicks. Love is memory, meaning, and the long game.

So next time someone says, "We want people to love this brand," ask: are we here for a hook-up or a relationship?

Because if it's just a quick thrill, a sale will do. But if you want something deeper, you need to act like someone worth loving. Again and again.