Real Meaning Leads to True LoveWe believe that people crave meaning. That they expect it, and that they assign meaning to everything that they see around them. We also believe that it is essential for a brand to have meaning because it is meaning that gives things value. Brands or products that are void of substance or that lack meaning are kept at a distance in people's minds, and can never have honest value.
Unless a brand has depth and layers of meaning, its audience will have only a passing, superficial interest. This can lead to a quick sale, or a brief fling, but not enduring allegiance and loyalty. If a brand avoids an authentic meaningful connection with its audience, it will be denied trust. Its motives will always remain suspect. Without trust, a brand will be denied "True Love."