People don't want to hear from brands unless they are interested. When they do, you need an interpreter. Someone who understands their internal motivation - and then works to get their trust rather than attention alone. It's a long, slow and delicate process. I interpret brands for customers. By discovering the languages customers understand and relate to. If you think this is easy, try coming up with a campaign idea - and 99 times out of 100, people will come up with their version of a successful idea they already know. Creating a unique connect is tough. It's like learning a new language and one that customers relate to.Some of it is in words. Some are in pictures. Some are in moving images that trigger thought and an internal response. And new ways have to be found to keep the brand image and the relationship alive. Think of all the products and brands you have used over the years - how many of them are part of your shopping list now? You grew out of them or no longer find them attractive.Brands struggle with this all the time. If they're lucky to find a connect, keeping it going takes constant work. There a platoon of competitors wooing the same customers - and what they say may have a strong effect. So, the task gets a lot more complex.The rewards are outsized if you persist and have the patience. I assure you it won't be easy. But it's a great exploration that could last years and decades. And you need someone you can trust.For a consultation, write to me at vgnair@ideascape.in