In a marketing world obsessed with data, attribution, and AI-driven optimization, it can be easy to lose sight of the human element that builds lasting brand loyalty. Milena Traikovich, an expert in driving effective campaigns and nurturing high-quality leads, argues that the most powerful brand moments are often the ones that algorithms can’t measure. We sat down with her to explore the concept of “appreciated generosity”—small, human acts that create brand meaning so powerful it bypasses the need for algorithmic assistance. We’ll discuss why a warm cookie can be more valuable than a retargeting campaign, how utility can foster loyalty, and why the most meaningful customer interactions are often financially indefensible from a traditional ROI perspective. This conversation re-frames how we should think about brand value, urging leaders to protect the very moments an efficiency-focused AI might be programmed to eliminate.
Many small customer gestures, like a warm cookie at check-in, lack quantifiable ROI. How can a marketing leader defend such an expense against budget cuts, and what specific, long-term brand value do these “untrackable” moments truly generate over time?
That’s the central tension, isn’t it? Defending the unquantifiable. I had an experience with this nearly 20 years ago at a DoubleTree hotel. I was handed a warm, delicious chocolate chip cookie at check-in. It wasn’t a loyalty perk or part of a campaign; it was just a simple, unexpected welcome. From a purely financial standpoint, that cookie has a unit cost and doesn’t appear in any attribution report. It would be the first thing a finance team, focused on immediate ROI, would cut. But the value is in its memory. Decades later, that single gesture makes the brand come to mind in a warm, positive way because it made me feel cared for at the very start of our relationship. These moments quietly eliminate reconsideration. When the need for a hotel arises, that positive memory surfaces and locks in the brand choice before a competitor even gets a chance.
A gesture like a useful refrigerator magnet can create brand presence outside of digital channels. How does this form of “utility generosity” differ from purely emotional gestures, and what steps can a brand take to discover similar opportunities within a customer’s physical environment?
This is a fantastic point because generosity doesn’t always have to be sentimental. After I ordered from ButcherBox, they sent a 5-by-7-inch refrigerator magnet with recommended cooking temperatures for different meats. It was lightly branded, with no QR code or call to action. It was simply useful. Unlike the cookie, which was a purely emotional welcome, this magnet provides utility. It lives in my kitchen and re-enters my life every time I cook, reducing uncertainty and helping me do something better. This is where it’s fundamentally different. It works because it’s present at the moment of use, not in my social feed or inbox. To find these opportunities, brands must stop thinking about impressions and start thinking about the customer’s actual life and routines. What small tool or piece of information could reduce anxiety or effort for them when they are using your product or service? That’s where you’ll find your version of the magnet.
Some brands engage in acts, like sending condolence gifts, that are financially indefensible from an ROI standpoint. In these high-meaning, low-metric moments, what is the strategic value, and how does a company empower its team to act with such authentic generosity without a script?
You’re talking about the moments where a brand proves what it truly is. Chewy is a master of this. They are known for sending handwritten condolence cards, flowers, or even small gifts when they learn a customer’s pet has passed away. From an ROI perspective, this is, as you said, indefensible. There’s no conversion event tied to loss. But the strategic value is immeasurable because customers never, ever forget it. In that moment of grief, Chewy isn’t selling pet supplies; it’s demonstrating profound empathy. This isn’t something you can script. You empower it by building a culture where caring is the primary goal. An algorithm can flag a life event, but it cannot decide to care. Empowering your team means giving them the freedom to respond like a human, not like an automated system, and that authentic proof of character outlasts any promotion you could ever run.
AI excels at optimization but struggles to predict human memory. How should a brand leader reframe the evaluation of generous acts away from immediate conversion metrics and toward the goal of eliminating future reconsideration of their brand?
Brand leaders need to fundamentally change the question they are asking. The default is, “What does this convert?” or “What’s the immediate ROI?” This framework will always favor short-term performance marketing. Instead, the question must become, “Will this act help eliminate a future decision against us?” That’s the strategic reframe. The goal of a warm cookie or a useful magnet isn’t to drive an immediate sale; it’s to build a memory so positive that the next time the customer has a need, your brand is the automatic, default choice. You’re not trying to win the consideration battle; you’re trying to prevent it from ever happening. These acts are foundational brand infrastructure, not performance assets, and they must be measured by their long-term impact on loyalty, not by short-term click-through rates.
As AI increasingly drives efficiency, there’s a risk of stripping away the human moments that build trust. What specific safeguards or principles should a company establish to protect these small, generous acts from being optimized away by algorithms focused solely on immediate performance?
This is the real danger in the AI era. The drive for quantifiable efficiency threatens to strip out the very humanity that builds trust. The first principle a company must establish is to consciously separate brand infrastructure from performance campaigns. Generous acts belong in the infrastructure category; they are not meant to be optimized in the same way as an ad. The second safeguard is to create a clear evaluation framework for these moments. Ask questions like, “Does this act reduce anxiety or uncertainty for the customer at a key moment?” and “If we removed this, would only our CFO notice, or would our customers genuinely miss it?” By creating a formal, strategic space for these moments and evaluating them based on their ability to create lasting memory rather than immediate conversion, you protect them from being cut by an algorithm that only understands what it can quickly measure.
You suggest CMOs should ask, “What moment would a finance team cut, but a customer would remember for years?” Could you walk us through how a brand might use this question to workshop and identify new, algorithm-proof moments in their own customer journey?
Absolutely. This question is a powerful tool for a workshop. A brand team should start by mapping out their entire customer journey, from initial awareness to post-purchase and beyond. For each key touchpoint—placing an order, unboxing a product, calling customer service, receiving an invoice—they should ask that exact question. For instance, an e-commerce company might look at the moment a customer receives their package. A finance team would see only shipping and packaging costs to be minimized. But the team could ask, “What if we included a simple, beautifully designed guide on how to care for the product?” or “What if we added a small, unexpected free sample that complements their purchase?” These things add a small cost but can transform a transactional delivery into a memorable unboxing experience. By intentionally looking for the moments where efficiency and humanity are in conflict, you can pinpoint the exact opportunities to add a layer of generosity that a customer will remember long after the transaction is complete.
What is your forecast for brand marketing in an era dominated by AI?
My forecast is that we will see a significant divergence. On one side, you will have brands that lean completely into AI-driven efficiency. They will become hyper-optimized, hyper-personalized, but ultimately soulless and forgettable. They will compete constantly on price and features because they will have no deeper connection with their customers. On the other side, the most resilient and beloved brands will take a hybrid approach. They will use AI for what it’s great at—streamlining operations, personalizing at scale, and improving efficiency. But they will also fiercely protect and invest in the small, human, generous acts that AI will never understand. They will recognize that their greatest competitive advantage isn’t a better algorithm, but a more meaningful memory in their customer’s mind. The future of brand marketing isn’t about choosing between technology and humanity; it’s about mastering the art of using one to create more space for the other.
