Brands find themselves at a crossroads. Of late, having to make a choice. Delving into the dichotomy between becoming a brand for long-term loyalists vs. one that’s okay with supplying quick dopamine hits.

Here, we not only discover which brands have led which pack, but also we investigate a new conundrum: Do brands still need to evoke a deeper connection built on trust and reliability to be successful and have longevity, or is fulfilling the growing demand for instant gratification and short-lived pleasures enough?

First, some theory. Both desires stem from reactionary consumer behaviour. Responses born from how consumers cope with what's happened or is happening in the world around them. And, equally what they expect from others as they adjust.

But it’s not as easy as brands just picking a side to react to, there’s an element of science to master. Understanding what’s happening in the human brain ultimately helps solidify an approach and an intended outcome; trust vs. hit. We’re all ruled by two chemicals. Learning how to trigger these chemicals is to know how to cause a rush, or not, or drive assurance, or not.

And it’s a tale of two halves: a campaign that entertains or immerses us to distract, offers light relief and moves us away from the doom and gloom of a mundane everyday. This creates dopamine in the brain and a stimulating and instantaneous rush of pleasure. Whereas offering a reliable product, service or wider initiative that helps people out when times are hard, delivered by brands that demonstrate honesty, authenticity, transparency, and consistency creates serotonin. This chemical relaxes you and puts you in control, evoking feelings of calm and empowerment.

So what is the benefit of each? The allure of dopamine makes consumers hanker for more as there’s immediate reward and gratification. Classic examples; likes on social, the thrill of impulse purchasing. And the digital age has ushered this culture in, amplifying it; fueled by notifications, on-demand and same-hour deliveries.

For brands to replicate this feeling is to create addictive experiences that capture attention in the short term. Brands that can tap into this desire for instant reward can create a sense of excitement and anticipation, which can lead to higher engagement.

FOMO is another lever to pull. Capitalising on fear. The fear of not experiencing or having what’s trending. Limited edition, restricted supply, even exclusive events can give a sense of urgency that drives immediate action (and the reward).

Brands that hit the mark? MSCHF. An American art collective turned cult ‘brand’ from Brooklyn that has a long-standing reputation for cultural hijacks; they create their ‘hit’ in a slightly different way. From BRB, the cartoon boots made for a cool 3D world to Sacred Seltzer, a six pack that gets you crunk with Christ (with 95% holy water and 5% alcohol); fans are poised to see what ingenious subversion they produce next. Are they real? Do they work? Nobody really cares because they care so much about the concept itself. Praise!

Here in the UK, Corteiz RTW. They kept their IG private and sold 99p cargos on Shepherd’s Bush Market. Hosted mass rallies through Soho for free merch thrown from a corner shop and launched the now iconic BOLO Exchange! This streetwear brand drives hype by surprising and captivating with each new stunt (you see the parallels with MSCHF), keeping the youth coming back for more.

By creating buzz, both brands successfully leave consumers asking, "What will they do next?" They create the ‘hit’, but also achieve longevity as what (usually) comes next is as novel as what’s gone before.

On the flip, the quest for trust. Trust is the cornerstone of any enduring relationship. The consumer-brand dynamic is no exception. Establishing trust requires a brand to prioritize not just their product or service, but also the values they embody. Brands that focus on building trust understand the significance of customer satisfaction, ethical practices, and deliver on promises.

Authenticity breeds loyalty. Transparency and openness garner trust. Consistency delivers reliability.

Value supermarket, Iceland, understands its cash strapped consumer and in the cost-of-living crisis continued to offer them help, surpassing just selling frozen food cheaply. Initiatives were launched to bring back 1p online sales for the summer holidays, ‘ethical’ loans were offered between £25 and £100 for starving families and free freezers were given away to low-income households to reduce food costs. Less flashy, but with purpose. They played a part in communities and became a trusted partner that helped struggling families put food on the table.

So, which is better? While both strategies have their merits, brands that prioritize trust and authenticity tend to reap greater benefits in the long run. However, the allure of instant gratification cannot be ignored.

Striking a balance between these two approaches is the key to creating a brand that not only captures attention today but also nurtures lasting connections that endure the test of time.