Think for a moment about all the brands, products, and services you buy in a given day or week. Is there that one you would intentionally seek out, that one that you would go out of your way to buy, even if other options were available?
If the answer is yes, then that company has created a sense of loyalty in you. Loyalty is what helps them to rise above everyone else in your decision-making process.
An example from my life is that I fly frequently for work. Even if another airline offers a lower fare or a direct flight, Southwest Airlines is always my first choice.
Why? First, they deliver consistently on baseline expectations. For example, Southwest gets me and my luggage safely and on time to my destination. Second, there’s an emotional connection to my experience with Southwest. I feel stress free, I have a sense of freedom because I can
