The products we buy should primarily solve a problem or meet our needs. However, in the multitude of products from different brands that satisfy the same need or solve the same problem, emotions influence the purchasing decision. Excluding price. And surely happiness and satisfaction are at the top of the pyramid of positive emotions we want to evoke. In normal circumstances (exceptions do confirm the rule), I will not reach for a product or service that arouses anger in me. Romance in advertising appeals to our desire and need for love, companionship, happiness, and satisfaction, creating a sense of connection and resonance. That is why the concept of romance in branding is so terribly attractive. Also, more broadly in communication – perhaps not as often in corporate and internal, but somewhat more in media relations ...

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Romance also has its place in public relations, where we use it to emphasize emotional and personal connections, creating a sense of intimacy and authenticity between the brand and the consumer, sometimes between the employer (or brand) and the employee.

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Romance creates a sense of connection and resonance

With a bit of imagination, creative minds can romantically depict almost any product – a tempting morning coffee with a partner, the scent of freshly laundered bed linen leading us into carefree sleep, even romantic can be the moment when after a long and exhausting day we close the laptop and rush to our perfect and always smiling family. Scenes that easily unfold before your eyes, right?

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Romance also has its place in public relations, where we use it to emphasize emotional and personal connections, creating a sense of intimacy and authenticity between the brand and the consumer, sometimes between the employer (or brand) and the employee. I myself had the opportunity to work with companies that have romance in their DNA, and with clients, we aimed to create a sense of closeness, warmth, and connection. Not only with end customers but also with business partners, the local community, influencers, with whom we did not engage in short-term collaborations but in long-term, mutually enriching partnerships. Thinking about working with these clients always brings a smile to my face; partly because of the pleasant content, but mainly because the communication was genuine and expressed both internally and externally by the companies, the employees breathed and lived it. One of the important intersections with these clients was the integrity and the common thread of communication across all channels. Romance was not only noticeable (for example) in TV or radio commercials but also in press releases (and consequently in media coverage), in communication on social networks and at sales points, and ultimately at events – both business and those for business partners and influencers as well as for end customers.

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Romance certainly attracts. But what sense does romance in branding make if it is not part of the brand and company identity? Does a romantic TV commercial align with the company's values? Do employees unite with it or just roll their eyes, saying, "The bosses are selling fairy tales again"? And how do customers feel when they perceive this gap? Self-reflection and questioning are indeed pertinent in the search for the essence and identity of the company and should never be superfluous. Even when it seems that there is no time for practically anything in the rush to meet campaign deadlines. Perhaps that is the right time to take a step back, slow down, take a deep breath, and seriously consider the roots of the brand's identity.

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I believe – perhaps naively, but nevertheless – that authenticity is key in communication. With forced and feigned romance in communication activities, it will be difficult for us to build and maintain a long-term relationship and trust, which are surely the goals of most companies and brands. Therefore – let there be romance, but not at any cost.

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You might also want to read "How to prepare for a radio interview".

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The column was originally published in the printed magazine Super Brand, #12, Winter 2023. You can order the magazine here.