Expert Talks: Can This Just Be a Fling? Building Better Brand Relationships


What do consumers really want?

Find branding agencies that can improve your customer's loyalty.

Trying to convince consumers that your brand is “the one” is getting harder, even with the help of the best branding agencies out there. What do you do when your consumer has no interest in a long-term commitment?

We brought in expert Patricia Hambrick, founder of The Hambrick Group and Professor of Marketing at Boston University, for advise. A pro at relationship marketing, she has worked with numerous brands over her career including Reebok, L’Oreal, Timberland, and Bose. Her insight provides clarity on the tricky beast that is the brand-customer relationship.

Marriage vs. Fling

Marketers spend a lot of time trying to build stronger brand relationships and cultivate loyal customers. With good reason. Loyal customers often purchase more frequently and at higher price points. But do you customers want to be monogamous? A chocolate truffle helps explain why the answer is sometimes “no.”

As Professor Hambrick points out, customers choose to have a relationship with brands. But do they want to share the details of that relationship? Few people want to talk about their purchase of Metamucil or anti-dandruff shampoo. That’s why it is so important to understand the nuances of each brand relationship.

Find the Right Relationship Status

Defining your brand’s relationship with its customers is not easy. Hard questions must be asked, research conducted, and strategies formed. This is where expert advice and insight, like Professor Hambrick’s, can be priceless. Consider partnering with a branding agency that understands your goals, industry, and target consumer. Don’t worry, you can easily find the branding agencies that meet your parameters in minutes with Agency Spotter. Come on over today to start building a better brand relationship!

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About Claire Wallace

Claire writes about strategy, insight, and advice to help inspire smart and savvy marketers. She completed her MBA at UMass-Amherst and has been a team member at City Sports, MIT, and an organic farm in Maine. A former student-athlete at the University of Wisconsin, Claire now runs marathons, for fun! On her bucket list is climbing Mt. Kilimanjaro, dining at Per Se, and running the beautiful trails in New Zealand.