Customer Behaviour:
The customer needs to process the Information/Messages they are exposed to & thereby creating a short term memory or amplifying long term memory & they become attracted to a short list of brands.

Description:
The focus is on building authentic brands as friends. Brands need to demonstrate attributes that can attract customers and build human-to-human connections. There is a need to understand the customers' anxieties and desires and then focus around building brands that are physically attractive, intellectually compelling, socially engaging, emotionally appealing, & demonstrating strong personality and morality.