…tial 1980s ad executive Joseph Plummer, “I see myself in that brand, or I see that brand in myself.” Because once the brand becomes entangled with consumers’ very sense of identity to the point that they see themselves as a Coke person rather than a Pepsi person, an Apple person rather than a Microsoft person, or a Nike person rather than an Adidas person, they will likely remain loyal customers for life.
D. D. Riler