It’s difficult not to take it seriously, most of the time. But your customers don’t have the same experience with your brand.

For them, it could be a casual acquaintance. Or a reassuringly reliable old friend. To build lasting relationships you need more than the heavy stuff. Of course, you need to inform, but you must first engage. And who said you can’t entertain or even amuse. Life is full of difficulties. Don’t let your brand be one of them.