Say I went on a date with a smokin’ hot brand and all it did was talk about itself the whole time. Not only would I never see that brand again, I’d spit in its drink when it wasn’t looking and leave it to foot the bill. That’s because any new relationship between consumer and brand is a two-way street. Your brand has to listen sometimes and let the consumer do the talking from time to time.

It’s understandable for a brand to be excited about itself and all that it can offer its target. But you don’t have to pin me down and tell me every single thing all at once. Be cool. Slip me some tidbits here and there. It’s okay to be a little mysterious. Tell me one thing at a time; then let me do some of the work in getting to know you. I can always go to your website if I want your brand’s life story.

BK’s new Whopper Virgins is a great example of this. The TV commercial tells me absolutely nothing about the whopper aside from the fact that there has been a new taste test. But it peaked my curiosity enough that I went to the website to see what it was all about. It required action from me, but it was action of my own volition. This time spent with the brand is the most rich and meaningful a marketer can hope for.

The tables have turned. It used to be all about the advertiser. Not anymore. The consumer has more power to select what they are subject to than ever. So if you’re looking for a long-term relationship with me, you’d better be cool or I’ll hang out with another brand.