It’s about keeping people on edge, waiting for what’s next and trying to decode something that might mean more than what it appears on the surface … or not.
Evolve, but stay recognizable
An ex may switch up the approach, but the essence stays the same. The best brands do the same.
Look at McDonald’s. Whether it’s celebrity meal collabs or the viral Grimace Shake trend, it continually refreshes its marketing strategy by embracing internet culture and nostalgia. Yet at the end of the day, McDonald’s is still McDonald’s.
The key is balancing innovation with consistency. Lean into trends when it makes sense, but don’t chase them to the point of losing what made you successful in the first place.
There’s beauty in knowing that some things never change.
Moral of the story: Keep them hooked
Gen Z is one of the hardest demographics to impress, but the brands that win them over are the ones that know how to make them feel something. Love, nostalgia, FOMO, confusion—whatever the emotion, it has to be powerful enough to turn casual buyers into lifelong fans.
So, take notes from the ex who still crosses your mind. Keep showing up, stay unpredictable, and make yourself impossible to forget.
After all, if an ex can live rent-free in someone’s head—why shouldn’t your brand?