We do lots of research to help us understand why people advocate for brands (and why they don't). We ask lots of questions to try and understand brands' relationships, roles, strengths and appeal. One thing is abundantly clear, brands who have the most advocates are a significant part of the customers' lives. One telling question we always ask customers is, "what would you do, or how would you feel, if this brand was taken away from you?" If your customer's response is, "no big deal, I'd find another brand", than you've got a problem.
Here are four ways brands can be significant to their customers.
