Some Brands Fill Our Cart, Others Stay in Our Heart

Time of India

a day ago

By Priye Choudhary
We live in a world where convenience rules. A few taps on a screen and anything from batteries to biryani can land at our door in minutes. We chase deals, tap for convenience, and scroll past dozens of options in seconds. Yet amid this abundance, certain brands seem to occupy a space beyond just our shopping list—they feel familiar, trusted, even cherished. Some brands are simply about utility; others become part of our story.
This distinction between buying and belonging is more than poetic. It has become a strategic imperative for businesses, especially in a landscape where consumer attention is fragmented and loyalty is increasingly elusive. In India's vibrant and diverse market, this divide is sharper than ever.
Traditionally, loyalty was measured by repeat purchase. If a customer returned, it was assumed they were loyal. Today, loyalty can be fleeting, and habit is not the same as affection. Digital platforms have made switching brands frictionless, and with algorithm-driven suggestions, we often don't remember which brand we chose last time or why.
Yet even in this fluid environment, some brands remain sticky. They do more than fill a functional need; they evoke a feeling, be it nostalgia, pride, or even reassurance. Think of
Parle-G biscuits
. For many, it's more than just a snack—it's a memory of childhood chai breaks, exam prep evenings, or train journeys. Or think of Asian Paints, whose 'Har Ghar Kuch Kehta Hai' campaign resonated because it understood the emotional resonance of a home. These brands stay in our heart because they speak to more than utility.
Brands that fill our cart often win on price, availability, or trend. They might dominate in the short term, but their grip weakens as soon as a better offer appears. Brands that stay in our heart, however, are those that build emotional capital. They understand that
consumer trust
is earned over time, not bought with discounts.
A 2024 Kantar BrandZ study showed that brands with high emotional affinity scored 50 percent higher in long-term customer retention, even when they were not the cheapest option. What builds this affinity? Consistency, purpose, and a sense of shared values.
Apple
, for instance, is not merely a tech brand. It has created a tribe of users who believe they are part of something different. Closer to home,
Tata
has consistently ranked as India's most trusted brand, not just for product quality, but because it is seen as principled, responsible, and dependable, a brand that represents something larger.
What keeps a brand in our heart today? It is experience, authenticity, and alignment with our self-image. Brands that respect the consumer's intelligence, offer meaningful engagement, and remain authentic during crises gain ground.
There's also growing science behind why certain brands resonate more deeply. Neuroscience research reveals that
emotional branding
activates the limbic system, the part of the brain responsible for memory and decision-making. A 2023 study by NielsenIQ confirmed that ads which engage emotions generate 23 percent higher brand recall. This explains why storytelling, brand rituals, and even sensory cues like jingles or logos are so powerful. They bypass logic and build memory through feeling.
Some brands are just transactions. We tap, we buy, we move on. But others make us pause, smile, and remember. In the end, it is not the loudest voice or the biggest discount that wins. It is the sense of belonging, the quiet relevance that stays with us.
(The author is Marketing Head, BirlaNu. Opinions are personal.)