Article: Don't be a Brand F*ckboy

MUCH LIKE A REGULAR F*CKBOY, BRAND F*CKBOYS PROMISE THE WORLD BUT DELIVER A MARBLE. They tell consumers what they want to hear to get them into bed, saying all the right things to make them feel special, but then after the transactional climax they’re out the door. Brand f*ckboy’s create a culture of retail one night stands; single transaction that contribute very little in their consumers lives. Unfortunately it’s an easy trap to fall in to. Much like regular f*ck boys, brand f*ck boys don’t actually know they’re doing it at first. Their primary goal is instant gratification, or sales in a brand’s case, and it leads to brands doing or saying things which aren’t necessarily true. While initially this seems like a profitable way to run your business, it’s success is short lived. People talk and sooner or later your brand will be given the same bad rep as the dudes sneaking out of bedrooms at 5am. The customer relationship should be similar to any other relationship, it should be built on trust and an exchange of value. But how in this crazy new world of modern retail do you create a transaction more than an exchange of products for cash. Read the full article.. https://www.thefeels.uk/blog/brandfckboy