SHOOT FROM THE HIP

Have you ever purchased a car without test driving it first? Most likely, no. It’s a big commitment, after all. Of course, you may have felt the seductive pull of some fabulously cool-looking wheels once or twice, and mistaken it for love. Take, for example, the new moon rover. Really, who can resist a four-ton vehicle that has the power to travel sideways and climb boulders? But surface attraction rarely lasts past the honeymoon phase. Consumers want to interact with a brand, gain some knowledge of it, receive trusted feedback about it, and develop a connection to it before committing themselves to any kind of long term relationship. True brand loyalty requires experience, trust and nurturing. Without those, consumers can get lost in space.