People Buy Brands Like They Make Friends

This morning I came across an interesting article on brandchannel.com -People Buy Brands Like They Make Friends. The article proposes an alternative perspective on brand relationship as a 'friend', the bond is still strong and emotional based on a reciprocal relationship of trust and familiarity.

Some of the top lines from the article:

• Every action associated with a brand (products, advertising, events) has implications for brand friendship.
• Just like our friends, brands shape our experiences. They show up at work, at home, and everywhere in between.
• People have one great love story, if they’re lucky, but they will form several strong friendships.
• Brand just like friends could play any number of roles viz. Builder, Companion, Connector, Collaborator, Energizer, Mind Opener, Navigator, and Champion.
• Brand needs to build - TRUST, INFLUENCE, SELF-IDENTIFICATION, SHARED ACTIVITY & EVOLUTION.