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Connection is essential these days. It's expected. Whether in reference to old high school mates, sport teams, or the products you purchase; a bond is desired. In terms of brands, loyalty comes from these relationships. Once consumers feel a connection to a company, they plant a flag and often stay for a lifetime. Astute companies like Nike go to great lengths (and expense) to offer "once in a lifetime" experiences that connects their endorsing athletes and fans; the kind of experience that makes true lifers out of those already "under the tent." Full story
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