Brands Create a Connection That Lasts a Long Time

Brands are valuable because they create a kind of impervious connection that's hard to break. Once a person believes that a brand is part of who they are, then asking them to go to another brand is essentially asking them to change who they are. That is an incredibly powerful psychological gravitational pull that is really hard to overcome. And that value, in terms of customer lifetime value, is a real like economic entity....