It’s easier to buy from companies you like. Not because you have to (monopolies), but because you really want to. And this is much harder for non-sexy companies advertising non-sexy products. So, how do these companies get around this?
Well, take Cisco‘s Valentine’s Day campaign for example.

This was a great idea. The consumer doesn’t leave thinking that a router would actually be a romantic gift for their spouse. But that Cisco is pretty funny. You naturally like them. It’s a humanizing branding campaign that also advertises their product offering.
This is a great strategy for a large, sterile company like Cisco. But frankly, it’s a great idea for any online company looking to be consumer-friendly without offering an ultra-consumer facing product.
Let your market like you. And the battle’s almost over.