When did you last cheat on your shampoo?

I was sitting with a friend having a drink the other evening and commented on the various types of relationships that seemed to exist between the different couples sitting at the restaurant.

There was the serious, spectacled guy looking mooningly at the rather attractive girl and from the icicles in the air, it appeared that this would be their first and last date. Behind them was the happily newly married couple (the chooda, or traditional wedding bangle set, clarifying any doubts about their relationship) who seemed intent on creating a world record for gazing continuously into each other's eyes.

At the bar was the 30 something suave guy out with an equally poised lady and I somehow thought they would be having breakfast together the next day.

Different people. Different emotions. Different expectations.

Isn't that strikingly similar to the relationship we have with brands?

In my own life, the parallels are striking. I have the safe Colgate who is like a loving mother. Maybe have a short fling with an insouciant Close Up but am back home to Colgate quickly.