On friends and brands

I recently read friendship is like paper: once creased, it will never be quite the same.

This is why it's really that much harder to let down someone you call a friend and then win back their trust. It happens, but deep down there's always something that never quite goes away.

This post, of course, is not about friends. It's about brands. But brands don't really rely on friendship with their customers, because we're talking about a financial transaction. That doesn't mean there's no relationship involved, and relationships, as you may have guessed, are hard work. Specially after they are creased.

Why then do so many brands neglect the importance of true generous ongoing conversations via social media?