The Power of Impressions: From Strangers to Friends

As the CEO of a marketing company, I often find myself reflecting on the nature of human connection and how it parallels with the world of marketing. Imagine you’re walking down the same street every day, passing the same stranger. Maybe it’s the route you take to work or a casual walk in the park, but this person crosses your path consistently.

The first time you pass each other, nothing happens. You notice them briefly but keep moving along. No eye contact, no recognition—just another passerby. The second time, there’s a flicker of acknowledgment. They seem vaguely familiar. By the third or fourth time, you exchange a polite nod or even a brief smile. It’s a subtle gesture, but it signals something important: recognition.

Fast forward to the eighth or tenth time—now you’re both comfortable enough to say “hello.” A few more walks later, and maybe you even stop to chat. After all, you’re seeing each other often, so why not learn a bit more about this person? A couple of weeks later, usually around the 12th impression, you’re laughing over something trivial as you walk together, and before you know it, one of you suggests, “How about we grab a coffee sometime?”

This story is a reflection of how impressions work in marketing. The first time a consumer sees your brand, they’re indifferent. Your product or service is just another face in a crowd of options. Add to this that the larger the crowd/market the more people present themselves. But after a few more encounters—whether it’s through social media, a digital ad, or word of mouth—something changes. They recognize you, and perhaps they even nod, metaphorically speaking, with curiosity. After several more exposures, they might engage with your content or ask a question. A few more impressions, and they trust you enough to make that first purchase or sign up for your service.

Marketing, much like human connection, is about patience, consistency, and timing. It takes multiple impressions to turn a stranger into a friend, and even more to convert them into someone who trusts you completely. As marketers, our job is to ensure those impressions happen strategically and meaningfully so that each step feels natural, building familiarity, trust, and ultimately, a lasting relationship.