Retail today is about more than selling a product. It’s about creating a brand with which customers not only identify but emotionally connect. In such a highly competitive environment, this holistic brand strategy is helping companies grow their base of engaged, loyal customers. Consumers fall in love with brands that they see as an extension of their personal identity. Die-hard Apple fans want to demonstrate they are cutting-edge, tech-savvy consumers. Harley Davidson owners express their love for the open road and America’s heartland by riding Harleys.