These days, it’s easy to think marketing is all about discounts, data, and loyalty cards. However, the brands that truly stays with us are those that ignite a genuine emotional response. In this honest and refreshing take, Dean Taylor, CEO and Founder of Contagion, explores how the best marketing mirrors the stages of a real relationship. From first impressions to keeping the spark alive, it’s a reminder that emotion still matters. Read on to find out how brands can build genuine and lasting connections.

When was the last time a brand truly romanced you? Not just nudged you with a discount or waved a loyalty card, but made you feel something, curiosity, delight, even affection. Perhaps it was the thrill of discovering a product that seemed to understand you, or the comfort of a brand that always shows up with just what you need. Like any meaningful relationship, marketing is emotional, unpredictable, and, when done well, deeply rewarding.

We often frame marketing in transactional terms: offers, conversions, retention. But beneath the spreadsheets and KPIs lies something more human. Brands are constantly courting us, using the timeless stages of romance to appeal to our emotional instincts. Because, let’s face it, we’re not as rational as we like to think. We’re wired to respond to emotion, and positive emotion is the elixir we chase, whether in love or in loyalty.

So how do brands build lasting relationships? Let’s explore the four stages of marketing romance.

The pre-stage: Brand Development – The Self-Discovery Phase

Before any romance begins, there’s a period of self-reflection. Brands, like people, need to know who they are before they can attract the right audience. This is the “getting ready” phase, where you define your values, polish your personality, and figure out what makes you special.

It’s not just about looking good; it’s about being authentic. What are your strengths? What makes you different? Who do you naturally appeal to? Not everyone will find you attractive, and that’s okay. The goal is clarity, not universal appeal.

This foundational work sets the tone for everything that follows. Brands that skip this step risk coming across as inconsistent or inauthentic. Those that embrace it, like Dove with its “Real Beauty” campaign, build trust by standing for something meaningful.

Stage 1: Attraction – Making a Memorable First Impression

This is the “meet cute.” Your brand shows up, on social media, in a store, or through a clever ad, and makes someone stop and say, “Hmm, interesting.” First impressions matter, and they’re rarely about features. They’re about feelings.

Effective attraction isn’t about shouting the loudest; it’s about resonating emotionally. Air New Zealand’s safety videos, for instance, transformed a routine message into a cinematic experience. By infusing creativity and cultural pride, the airline not only informed but delighted, leaving a lasting impression.

At this stage, brands must speak to their audience’s aspirations, not their own attributes. It’s not about what you sell, it’s about how you make people feel.

Stage 2: The First Date – Delivering on the Promise

Once a customer engages, by trying a product, visiting a store, or signing up for a service, the brand must deliver. This is the moment of truth: does the experience match the expectation?

This stage is about consistency, clarity, and charm. Overpromise, and you risk disappointment. Under promise, and you may never get the chance.

Stage 3: The Relationship – Nurturing the Connection

With trust established, the relationship enters a phase of growth. Brands must remain consistent, relevant, and emotionally attuned. This is where content, communication, and customer experience play a vital role.

Spotify excels in this domain. Through personalised playlists, Wrapped summaries, and timely recommendations, it maintains a dynamic and responsive relationship with users. It’s not just about music, it’s about feeling understood and appreciated.

Relationships thrive on attention and empathy. Brands must stay interesting, responsive, and attuned to their audience’s evolving needs.

Stage 4: Keeping the Love Alive – Staying Fresh and Thoughtful

Even the strongest relationships need renewal. As customer needs evolve, brands must continue to surprise, delight, and adapt. Small gestures, like unexpected perks or thoughtful updates, can reignite affection and loyalty.

This stage is about deepening the bond. It’s less about grand gestures and more about thoughtful touches that show you care.

Conclusion: Marketing with Heart

Marketing isn’t just about selling, it’s about connecting. When brands approach their audience with empathy, authenticity, and emotional intelligence, they build relationships that go beyond the product. In a marketplace full of options, the brands that win hearts are those that understand the value of emotional resonance.

By thinking like a romantic, curious, attentive, and emotionally aware, marketers can create experiences that don’t just convert, but endure.

Source: Dean Taylor, 8 July 2025