How TCHO built its brand
Building brands takes time. Nice designs and packaging don't automatically constitute a brand. It really does depend on people forming a relationship with the product that, ultimately, they feel somewhat proprietary about.
Great design ideas and implementation are far more likely to provoke that sort of response. In the chocolate market TCHO is really distinctive. The associations with chocolate seem to hark backwards. This brand is decidedly contemporary. The care and attention lavished on the presentation supports the idea of a premium experience with none the usual cliches.
If the opposite of love isn't hate, it is indifference. I imagine that people will have fallen in love with TCHO and the equity in their brand is building. I can't believe that indifference is a possibility.
Video via Idealog magazine