Harry Lang: Anticipation is the way to keep consumers coming back for more

Dating apps are a lot like champagne. Both categories show how you can build brand value and a compelling user experience by taking advantage of one particular attribute: anticipation.
A fine bottle of champagne is all about anticipation. It has long been believed by the great champagne houses that more than 50% of their bottle price can be attributed to the value a customer realises before the cork even pops. In the world of champagne, there are good (premium) and great (super-premium) labels.