Matched and Deleted

Three years ago, I swiped right on the man who would become my husband. We met on Hinge. A few months ago, while watching an old episode of Sex and the City with a girlfriend, we hit the crossword scene - Carrie helping Big with the word ‘Hinge.’ The show aired years before the app was born, so no, this wasn’t product placement. But when I saw that, I remembered Hinge (the app). By then, I had already deleted Hinge, following its infamous tagline - “Designed to be Deleted.” But even after that, the app was a part of my subconscious. It was branding baked into my memory. That moment was weirdly nostalgic. Emotions dramatically influence memory retention and loyalty. Neuro-imaging studies show that emotionally charged marketing campaigns activate the amygdala, the brain’s emotional center. When you emotionally resonate with a brand - you become a loyal customer, an unpaid brand ambassador, so to speak. I may not be a customer anymore but I’m definitely a success story. How does Hing ... Read full article.