Romanians are a lot about pretending they buy into things. we have lots of political parties but no political ideologies. we have lots of churches and people crossing themselves but not a lot of true believers. we have a lot of people who are 'fans of jogging' on Facebook but do not own sneakers.
Recently the pretend trend has hit a new low with people becoming interested in fasting. it's right before Easter and everyone who is in any way trendy needs to discuss how hard and intensely he or she is fasting. it's talked about on tv, in ad agencies and on the street. there are levels to fasting, and you are fast warlock if you refrain from sex and swearing which seem to be two things God really hates.
interestingly, someone smarter than me explained that fasting is about humble, humility and not really making a fuss about all that but hey... we are 'pretend nation'
the same works with brands here: we really love them until they screw up minimally, or until some friend comes up and says that the brand sucks. if you market a brand your commitment to its success is limited to its budget. you care about it as much as your money will let you. if something is good for your brand but it requires an extra phone call to your manager, well, heck, it's not worth it. you like the ritual, but not the commitment.
pretend brand love is a symptom of people who are afraid of having an opinion, are unable to defend it and unwilling to stand up for themselves. so it's easier to go with the flow and not commit. it's easier to cross yourself when you pass a church than to NOT cheat your colleague out of his bonus.
pretend. it works. it keeps people afloat and seemingly happy. :(
communication is essential to business making and it involves more than the ability to name your product, write a tag line or a press release. It's an intricate, rational and scalable effort and, let's face it, not anyone can do it.