The brands we really love are the ones that create differences for us, they make us have a sense of belonging, we are part of their story and they are part of ours.
When people feel like they belong — that they are part of the brand story and can own it, they become loyal customers.
In short, the purpose of a brand is to drive participation, not sales.
When people feel like they belong — that they are part of the brand story and can own it, they become loyal customers.
In short, the purpose of a brand is to drive participation, not sales.
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