From Dating to Divorce: Why Consumers Break Up with Brands (And How to Win Them Back)
By Regina Fiedel
July 7, 2025
By Regina Fiedel
July 7, 2025
At Inspira, we think about brand relationships the same way we think about human ones—through the lens of emotional connection and strength over time. To measure that, we use a composite brand equity score that reflects how the target audience feels about a brand. We call it the Relationship Score.
The score is built on four pillars: Familiarity, Regard, Meaningfulness, and Uniqueness.
Together, these elements give us a holistic view of the brand relationship: not just how people think about it, but how connected they feel emotionally.
In the Dating phase, a brand usually isn’t widely known to the target audience yet, but the people who do know it really like it. It feels fresh, different, and meaningful. It’s a sign the brand is standing for something, and it’s often a good indicator of positive momentum. When a brand reaches the Love phase, it’s hitting its stride. More people are aware of it, they’ve had positive experiences, and the brand still feels unique and valuable. This is the sweet spot.
Boredom is where things start to slip. The brand is still familiar, but people don’t feel much for it anymore. It may have lost its edge, or it no longer plays a meaningful role in people’s lives. Climbing back to Love from here isn’t easy. It usually takes a significant shift in how the brand shows up. Divorce is the lowest point. It means the brand has lost equity in a major way, either over time or because of a sharp drop in trust or relevance. At that stage, it’s not just about refreshing the brand. It’s about rebuilding it.
When we begin working with a new client, one of the first things we do is take a temperature check to see where the brand—or general category—stands with its audience. It’s a great starting point, since each phase requires a different strategy to deepen the relationship.
Breaking Up Is Hard To Do
Most of the time, it’s not that consumers are breaking up with the brand, although it certainly happens as is the case with Tesla or Bud Light in the most extreme politically charged examples. Usually, people ghost the brand. Which means, they either don’t see a clear use or benefit for their lifestyle anymore; or much more likely, they’ve found another brand that replaces it.
Sometimes, well-known brands may see their relationship score drop with younger audiences. Typically, the issue is that the brand no longer feels distinct. When that’s the case, you would see that their key brand attributes, particularly uniqueness, decline sharply over a few years’ time. This kind of erosion isn’t just a branding concern—it’s a business one. When a brand stops standing out or connecting emotionally, consumers disengage. And when they disengage, revenue tends to follow.
Brands that feel meaningful and emotionally relevant earn more than just attention. They can weather business threats, like rising costs and reduced discounting, because people want them, not just need them. A brand that hasn’t built emotional value ends up cutting margins or losing volume. They’re playing a price game, and there’s no cushion.
So when a brand lacks those personality cues that create emotional pull, we dig into the Relationship Score deeper. We find which traits that are most important to their audience and category they’re lacking, like excitement or sincerity. These aren’t just nice-to-haves. They’re brand shortcuts that signal who you are and why you matter. One fast way to fill that gap might be the right cultural partner. A credible spokesperson or relevant partnership that naturally embodies the brand’s missing traits can help bridge the emotional divide and quickly rebuild relevance.
How to Keep the Relationship Fresh
To stay in the “love” phase, brands have to keep showing up and putting in the work. Like any strong relationship, it’s not a one-time win—it’s about continually creating desire and staying emotionally relevant. That means understanding what really matters to your audience on a deeper level and tracking the emotional drivers that move them. Those metrics aren’t one-size-fits-all. They shift depending on your brand’s strengths, the category you’re in, and how consumer expectations evolve. It takes constant attention, but that’s what keeps us in love.
Brands That Get It Right
Nike is a masterclass in maintaining brand love over time, and it comes down to a few consistent things:
They lead with belief, not just product.
Nike builds meaning and trust by standing for something bigger than shoes and athleticwear: the idea that anyone can be an athlete. Campaigns rooted in purpose create emotional relevance and help the brand earn long-term loyalty.
They stay tapped into culture.
Nike remains relevant and unique by showing up where culture is moving—from mainstream sports to street culture. Strategic partnerships with athletes, artists, and creators keep the brand in real conversations, while deep roots in sneaker, music, and city scenes give it credibility. This cultural fluency helps Nike evolve with the times and stay ahead.
They create a sense of belonging.
Nike makes people feel like they’re a part of something through member platforms, exclusive drops, digital communities, and local activations. They’re building connection, especially with younger consumers. This drives relevance, loyalty, and a sense of identity that extends beyond product.
At Inspira, we believe brands and consumers connect—or disconnect—the same way people do in real life: through emotion, meaning, and shared experience. That’s why we measure brand relationships using our Relationship Score. These pillars help us see where a brand stands—from the excitement of “dating” to the heartbreak of “divorce”—and what it will take to win back love and loyalty. Whether your brand needs to reignite desire, rebuild trust, or simply stand out again, we’re here to help you create deeper, lasting connections that drive results.
Ready to see where your brand stands—and how to move it forward? Let’s talk.