This matrix compares an individual’s personal relationships Vs their relationship with a brand.

The commitments and complexities and associated with a human to human relationship are different. The expectations are different- and so are the common objectives.

Frankly, the idea is to let brands not to take themselves so seriously that it leads to paralysis.

The more a brand assumes that it is as important to you as your spouse or your parents or your children, the more it becomes difficult to interact and communicate with people.

Of course their relationships are important (like 7 notes- all have their importance) but not equal to other relationships.

To specifically answer your question on love for brands- please wait for next post- where I demonstrate the various layers of relationship that you could have with the brand.

Till then- keep on chasing the storm

Shalabh

Just a thought after reading this article, the matrix talks about individual relationships with brand. But how about those situations where brand is a cult! Your point “Brands do not need to develop relationships and get into commitments as a human to human close relationship”. This doesnt talk about those brands that hv been there for years and is part of family heritage. like Colgate.

Regards

Mike @ purple pointer