The problem is timeless and universal: you think you know what someone else wants, deliver that whatever-it-is, and then find yourself mystified by the fact that the recipient isn’t thrilled by your offering. It happens with birthday presents, it happens on dates, and it happens when branding your business. Birthday presents and dates are one thing, but if there’s one place you really need to hit the target, it’s branding. How can you make sure you’re not missing the mark?

It seems downright silly in this day and age to think that any business is capable of so thoroughly ignoring what the customer really wants. Yet, travesties like New Coke and Qwikster keep manifesting against all common sense. Didn’t Coke and Netflix do their homework before releasing these terrible ideas into the wild? Or did they straight up ignore the marketing data and stubbornly proceed anyway, fueled by the power of their own perceived genius?

According to this hilarious study, it looks like basic miscommunication between company and client is to blame. The qualities that brands most closely identify with internally—like corporate social responsibility, global reach, and market-shaping—are the same qualities that matter least to consumers. And the things customers care most about—like honesty and open dialogue and aligning with the customers’ own values and beliefs—don’t show up as a blip on companies’ radars.

So, to recap: companies are most invested in all the stuff that doesn’t matter to their customers, and customers care most about things that companies aren’t thinking about whatsoever.

If this were a first date, no one would have bothered ordering dessert.

In today’s world of social media, there’s no excuse for being so appallingly out of touch with your audience. You can literally ask “Hey guys, what could we do better?” with a quick Tweet or Facebook post, and boy howdy, will you get answers. They may not all be achievable goals, mind you, but at least you’ll have a solid starting place. Either way, gearing your efforts toward the actual priorities of your customers means your branding efforts will hit the bullseye every single time.

Alternatively, you can continue ignoring your customer’s requests, which is a great way to alienate your fan base. Your call.

Maarit Miller is a writing junkie who will always love the Oxford comma.