Win the Hearts of Your Customers

In 2025, many big companies still don’t connect emotionally with their customers, which leads to big revenue losses. While having good operations and products is important, founders often forget how crucial it is to build a bond with their customers.

Why is this happening?

Pure Transactional Approach

Today, as companies use more advanced technology, they often rely on their products instead of telling stories in their marketing. Showing product benefits is useful, but the first step to connecting with customers is creating a strong brand personality.

A good example is Nothing (an electronics company). Their smartphones might not be the best in terms of features, but they’ve built a loyal customer base with their unique designs and creative marketing. This helped them stand out in the highly saturated Android smartphone market.

Lack of Community

People love to feel like they belong to a unique group and stand out. There’s a big difference in approach between Balenciaga and other brands. Balenciaga didn’t just create a community — it built a lifestyle where its clothes feel like the only right choice to wear.

On the other hand, GAP is still struggling to define its value and stay relevant, losing touch with market trends. Its biggest challenge is adapting to fast-changing consumer preferences, especially with the rise of fast fashion and e-commerce. The company has tried to stay relevant through sustainability, inclusivity, and modern marketing aimed at younger audiences.

A collaboration with Ye (Kanye West) could have been a turning point in rebuilding its brand image, but the collab didn’t work out. I’m sure they’ll try again in 2025 — the real question is, what direction will they take this time?

Lack of Personalization

Generic marketing fails to make customers feel understood. Today, having a good product is no longer enough. Customers want to feel recognized as individuals, and it’s the product’s responsibility to meet these expectations.

A great example is Spotify's Personalized Playlists. Spotify uses data to create advanced experiences for each user. Playlists like Discover Weekly and Daily Mix are based on individual listening habits, making users feel understood. This level of personalization keeps them engaged because they feel the service truly operates to their tastes and preferences.

The Future of Branding

The best brands don’t just sell products — they create experiences, emotions, and a sense of belonging. Customers want to feel understood, valued, and connected to a brand. As expectations change, companies that prioritize emotional connection will shine, while those that don’t risk struggling to stay relevant.

See you next week,

Aram