Corporations put themselves at an accelerated level of risk when they have a single human being as the face of their brand. Because when customers see that person behaving in a way that is inconsistent with their ideal of the brand, it brings their entire relationship with the brand into question.

The functional features and benefits of two similar products from different brands might be exactly the same. But the customer chooses one brand over another because it helps him communicate something not only to the rest of the world but also to himself about himself through its use.

Irrational loyalty exists when customers are so dedicated to a certain brand that their lives would be diminished if that product disappeared. Irrational loyalty means customers wouldn't even consider using an alternative brand; they'd feel like they were cheating. The way brands build irrational loyalty among their customers is by bonding emotionally.