• by Dave Wasserman , June 2, 2025

Fake holidays. Manufactured moments. Forgettable stunts. Too many brands keep chasing trends, hoping something sticks—but consumers see through it and tune out.

So, what’s the fix? Stop treating marketing like a series of one-off spectacles and start focusing on what matters: cultivating relationships.

Why Gimmicks Don’t Work

Every year, brands seem to jump on made-up holidays, hoping for a quick engagement boost. They might get a flurry of likes, but the moment fades fast. And it’s the same with influencer stunts and trend-driven posts. When done with intention, they can be powerful. But when they’re cheap plays for attention, they rarely leave a lasting impact.

Short bursts of visibility don’t build real connections. People engage with brands that show up consistently in ways that matter to them, not just when there’s a trend to chase.

Take Apple and its “Shot on iPhone” campaign. The brand didn’t manufacture or invent inspiring stories; it showcased real moments. This method works because it feels authentic, positions Apple as valuable, and empowers people to believe they can do it, too.

Your brand’s opportunity is the same. Instead of asking, “What can we create?” start asking:

• “What moments already matter to my audience?”
• “How can my brand enhance those moments in ways that feel natural?”
• “Where can we add value instead of just inserting ourselves into the conversation?”

3 Tips to Move Beyond Gimmicks and Earn Real Relationships

Think long-term, not just viral moments. It’s easy to chase engagement spikes. A trending post might get a lot of eyeballs, but will it still matter next month? Probably not if it doesn’t support a bigger story.

Focus on content, experiences, and campaigns that provide real value beyond the moment. Ask yourself: Does this help my audience? Will they remember it? Does it build trust, or just feel like another pitch?

Show up even when you’re not selling something.  People can tell when brands only show up to push a product. If every interaction feels like a transaction, it’s not a relationship—it’s a sales pitch.

Instead, engage in ways that aren’t about selling. Share content that’s entertaining, educational, or inspiring—it helps people remember and appreciate your brand. With 63% of consumers wanting brands to bring people together, focus on community conversations and shared values over transactions.

Focus on connection for retention. A one-time buyer isn’t necessarily a loyal customer. But someone who feels understood and valued over time is far more likely to stick around.

Engage after purchase and create interactions that feel personal—through loyalty programs, tailored content, or simply responding in a human way. Look at Chewy. It’s known for handwritten notes and sympathy gifts when a pet passes away. These moments explain its top-tier retention in e-commerce.

The Future of Marketing Is Human

Brands that win tomorrow won’t be the flashiest. They’ll be the ones who understand their audience, show up meaningfully, and build lasting relationships. Creativity will always fuel great marketing, but when it’s rooted in connection, it doesn’t just get attention—it earns loyalty.