Successful brands make connections with people. The connection makes people feel some kind of way. The Spectrum of connection goes all the way from bad publicity to good publicity.
I rode in rodeo for a 1 1/2 years. Rodeo’s most loyal followers come to See specific Cowboys, and cowgirls ride. The cowboy that made a connection with them. The Cowboys had their own personal brand. Some where the bad boys of rodeo, and some where really good guys, or the sweetheart’s and all in between.
A product or brand must make a connection to be successful. The consumer can feel relevant, or relieved. They can feel happy or sad. They can feel like they’re buying into the smartest, funest, or best way.
But to scale there has to be a strang connection between the brand and your customers.