Brands should create trust and deliver value to their customers in the same way they would in their personal relationships. At least this is how MediaLink’s chairman and chief executive officer, Michael Kassan interprets brand love in the third episode of Oath’s brand love series.
“It’s about that enduring trust and delivery of value to whatever it is you need satisfying in that context. If it’s my credit card, they’ve got to do the right thing for me. If it’s a particular beverage, I’ve got to like the taste. It’s the same in personal interactions as it is in brand love,” he says in the video.
Speaking to The Drum in a follow-up interview, Kassan says that humans long for connections that add meaning to their daily lives. This can pertain to both people and brands. By being consistent, reliable and trusted, a brand can truly capture a person’s heart.
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