Tina's question holds all the answers for what inspires today's consumer. We are looking to fall in love with our brands. We want them to love us back.

Does this sound too "soft" to you? Do you think it's not actionable? Think again, dear readers.

Why are so many consumers insanely loyal to Harley-Davidson, Starbucks, Whole Foods, eBay and Amazon. Why are YOU in love with and loyal to YOUR favorite brands? Really, WHY? What are they offering you that makes you want to pay their premium?

I think the answer is that each of these brands has gone OUT OF THEIR WAY to establish a dialogue with you, as a unique individual consumer, through as many of their corporate" touchpoints" as possible.

They are reaching out to you through every possible media they can think of and asking for your feedback. Then, they are immediately incorporating your feedback into their business processes and, most importantly, they are then letting you know -and everyone else know- that they are acting on your ideas. What could possibly be more empowering? They are reaching out to you, realize you may have better or different ideas that can add value to their businesses and are then ACTING ON AND ACKNOWLEDGING you. A perfect recipe for success.

In addition, they have put in place processes that allow you to customize, completely, your experience with each of them, for a premium. Most importantly, it is a CHOICE that is ALWAYS yours to make and...you can change your mind with one or two words or clicks AT ANY TIME.

They are personalizing and customizing as many different aspects of their business as they can-all for an upcharge, of course. But, remember, it's always the customers choice. The upcharges are usually for the following:

1. something gets more personalized or customized that normal
2. something gets easier to do than normal
3. something gets faster to do than normal
4. something is less expensive because you're purchasing more
5. something is more exclusive and only offered to certain customers-for a certain time.

All of these small choices add up to huge margins-over time.

By incorporating their customers into every aspect of their business in a committed and intensive fashion, across all "touchpoints", they are creating brands that people love because they feel that these brands represent them and their beliefs and values.

When a brand is expertly aligned with its customers' core desires and values, equity and loyalty skyrocket.

Now, apply this to your store brand. It has to start with your online presence because that is how so many consumers are now gathering information and researching their purchases.

Do you know of any traditional retail furniture store that has:

A space on their website asking for what products customers would like to see more of in their store?

What hours they should be open to make shopping more convenient for them?

What should we show on our website to make it easier for you to shop and compare before you spend your valuable time with us?

By viewing your customers as PARTNERS, on an ongoing and consistent basis, you will be rewarded with what can't be bought but has inestimable value, LOVE.

And you can take that to the bank.