By our very nature, humans crave reciprocation. It's seen in the number of mentions celebrities receive from adoring fans each time they tweet, to the millions that pack football stadiums worldwide. These interactions matter to us. However, we only return to them if the recipient can offer us something we value. That's why personality in marketing is so crucial to success – it humanises a brand
Even now, Innocent is right at the top of brands that truly understand, and live, their brand voice. This Social Creatures podcast episode was particularly good: https://open.spotify.com/episode/7FIkCxa3EKgRv7ZWfeR2Ht