Love-like Connection.

Today’s Marketing Cookie is a reminder of what happens when we forget the power of genuine connection.

Love is a universal experience that transcends language, culture, and time. It’s the glue that holds us together, like an invisible thread that connects us with one another. Whether it’s the love between partners, friends, or family, we all know the warmth it brings and the void it leaves when it’s gone. When love is missing, it’s more than just an absence; it’s a silence that echoes through the heart, reverberating what truly matters.

While customers may say they love a brand or product, it’s important to recognize that companies do not create love or give love. They do, however, create something similar: connection. Just as love enriches our personal lives, connection is the lifeblood of successful marketing. We all understand the power of feeling seen, understood, and valued. These are qualities that, in marketing, translate to building trust, loyalty, and engagement.

When connection is absent, it leaves an unmistakable void in the relationship brands have with their audiences. Think about the services or products you’ve encountered that felt impersonal, transactional, or out of touch. It’s not just about missing the mark; it’s about missing the heart. Without a genuine connection, marketing efforts can feel hollow, leaving customers unmoved, disconnected, and disengaged.

On the other hand, when campaigns and the promises they make are delivered with care, infused with understanding, empathy, and a true desire to connect, they resonate on a deeper level. Brands can become more than just a message. When the connection is sincere, they can create an experience for their customers that touches the heart and feels a lot like love. 

To create or strengthen customer relationships, ask this single question about your brand: "Does this (blank) build connection?" Whether it’s a message, campaign, product, or service, this question helps ensure that everything your brand does deepens the bond with your audience.

The success of any great brand is rooted in its ability to deliver a meaningful message, create moments that resonate, build lasting relationships, and touch the hearts of those they serve. When we ask the question sincerely and the brand can answer it genuinely, customers will start using the word love to describe the connection you’ve built. However, when brands don’t care enough to create that love-like connection, it can lead to what today's fortune warns, "The most lonely place in the world is the human heart when love is absent."