Why do some companies and organizations thrive while others seem only to exist? Why do people line up to buy some products and not others? What stirs a customer to write a passionate letter of praise or even tattoo a company logo on their arm? As consumers, the products and services we love are the ones that resonate with us. Great brands speak to us through the emotional connections we have with them. It’s through our collection of positive perceptions we have about a brand, that we give it our loyalty by becoming repeat customers.