The First Impression Rose

In a world of cognitive misers, where the head follows the heart, and attention determines affection, is it better to lead with a strong first impression or wait until decision time to make a last-minute move? The answer to this admittedly leading question is quite obvious to anyone who has ever watched The Bachelor, a reality tv franchise in which the titular lead has to choose their spouse from a pool of two dozen contestants. But what does this have to do with marketing? To borrow a LinkedIn trope (but at the risk of having this article end up on LinkedIn Lunatics), here is what The Bachelor franchise can teach B2B marketers about branding: 

Although the Bachelor or Bachelorette embarks on their “journeys” over the course of several weeks, many of the frontrunners are often predetermined by Night One, when they bestow The First Impression Rose (FIMP) …