After each and every verse we chant, govindam ādi-puruṣaṁ tam ahaṁ bhajāmi . Similarly, we repeat "Kṛṣṇa"—Hare Kṛṣṇa, Hare Kṛṣṇa, Kṛṣṇa Kṛṣṇa, Hare Hare/ Hare Rāma, Hare Rāma, Rāma Rāma, Hare Hare. Why we repeat? The more we repeat means we learn to love. That is required.
Anything which you do not love, you cannot repeat. It will be disgusting. Anything, any other word you take, if you simply repeat, you'll feel disgusted. Sometimes those who are not in the Kṛṣṇa conscious life, they also feel this repetition as disgusting, hackneyed, because they have not developed love.
Rūpa Gosvāmī says that, "What shall I chant with one tongue, and what shall I hear with two ears? If millions of tongue I would have possessed, then I could chant little." And they're tasting . . . because they have got love for Kṛṣṇa, they are tasting the nectarean of chanting. They cannot give up. In the material world also there are many slogans. We repeat because we love.
So real thing is to develop love for Kṛṣṇa. That is the Vṛndāvana standard. In Vṛndāvana, Nanda Mahārāja and Yaśodā-mayī, Rādhārāṇī, gopīs, the cowherds men, boys, cows, calves, trees, they do not know that Kṛṣṇa is God. You have read in Kṛṣṇa book, sometimes when Kṛṣṇa does something wonderful, they take Him as a wonderful child, boy, that's all, or child. They do not know that Kṛṣṇa is God.
But they love Kṛṣṇa more than anything. They do not know except Kṛṣṇa. That is wanted. Not very much philosophy. Whether Kṛṣṇa is God or not, whether the symptoms of God are there or not, the Vṛndāvana-vāsī, inhabitants, they do not care for it. Kṛṣṇa may be God or a man, but they love Him. That's all. That is wanted.