This would have been accomplished through an exchange of information that would have let your date know some important details about who you are and what things you like. Just as significantly you will have asked what their likes and dislikes are, so that your date forms a connection with you in some way and feels like you both share something in common. All of this would have lead you both to wanting to become more deeply involved.

Similar principles

Whether in a romantic relationship or a consumer/brand relationship the principles are similar. To get consumers to become deeply involved with your brand you need to change the way you treat them. Where once your relationship with the consumer was simply seen as a one-way relationship, today consumers expect more and require a mutual relationship where you make them fall for you and in return they will offer brand loyalty.

Just as two people who are dating become an involved unit, so must the consumer feel they are involved with and respected by the brand. Simply by listening to their opinions and valuing those opinions, a relationship is being secured that is no longer one sided. To do this it is better to consider potential consumers as ‘we' as opposed to ‘us and them', thereby creating an atmosphere of inclusion into the brand/consumer relationship.

Relationships going through a rough spot often benefit from both parties looking at the relationship from the other person's point of view. Looking at why someone is purchasing your product from their point of view offers insight into the consumer's way of thinking. “At CIB Insurance we understand that consumers buying our products are not just buying insurance; they are buying security and peace of mind in an environment of uncertainty,” says Frans Nel, marketing manager for CIB Insurance, one of Wunderman's clients.

Benefit the brand

As with any budding relationship, selfishness is quickly replaced by acts of generosity. It would benefit the brand to act in the interest of the consumer, particularly during the period after the sale has been made, when the consumer is most likely to discuss their new purchase within their social networks.

When romancing a potential partner, any and all information shared should be remembered but only the relevant information should be used later. How many times have consumers had to fill out little questionnaires and how much of that information is actually used later. Most consumers would happily give out information about themselves, if only they felt it was going to be used appropriately and not be asked again. This would be like forgetting your date's name after the first few times you saw him/her!

Consumers need to feel like they belong, like they are loved and respected. By knowing what consumers like and more importantly knowing how they want to be communicated with, you show the consumer that you care about their needs. If you have been in a loving relationship for a while, you will know that it is easy to fall into a rut where you start to forget those special things you used to do. This can very easily happen with long term purchasers of your brand; it is therefore important to rejuvenate the brands' efforts reminding the consumer why they fell in love with your products in the first place, while at the same time enticing new consumers to the brand.

Quality time is a phrase synonymous with couples today because of our hectic lifestyles. The same can be said for the brand/consumer relationship. There are certain phases of the brand's usage cycle when consumers are open to interaction with the brand.

Matter of trust and respect

Lastly, true love is a matter of trust and respect. If you want your consumers to feel respected and trusted, tell them things the way they really are. The saying “A friend in need is a friend indeed” applies to consumers as well. Companies going through a hard time, who explain the situation in honest terms, foster appreciation and brand loyalty from their customers.

So if you want cupid to shoot his golden arrow into the heart of the consumer, treat them like someone you love and make them feel like they belong and they in turn will love you back.