Relationships are about reciprocation.  A friendship will only form when both parties share the load, when the effort is tangible and when demands are fair and in context.  When one side is not carrying their weight, the relationship comes to an end.  Where the exchange is superficial – social media – the “relationship” is very vulnerable.

In the same way, consumers understand that they must play their part in the brand relationship. They expect to be asked to purchase. When the approach is appropriate to the context and reflects an understanding of the needs of the customer, it can even be flattering that the brand is putting in the effort.

Consumers know a real relationship is built around repeat consumption, not “likes”.