It’s not enough for us that they know what you are like. It’s not enough for us that they know who you are. We want them to love you.
Because if they love you, if they want to be your friends and share moments with you, we’ll have forged an indestructible bond. A loyalty that goes much further than the mere purchase of a product.
Rationally, there will always be reasons why people choose your product or not, but if the bond is an emotional one, if they love you, they will never ever choose a rival’s.