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I've heard customer stickiness used as a phrase instead of brand loyalty, so you could be onto something here

:dunk: Another who has seen the light! :lol:

Yep, and this helps too (easy enough to do when already a billionaire I guess, but I suspect most would be tempted to sell up / sell out for even more) https://www.theguardian.com/us-news/2022/sep/14/patagonias-billionaire-owner-gives-away-company-to-fight-climate-crisis-yvon-chouinard

It's a funny one as I wouldn't describe myself as into 'brands', but thinking about it, there are definitely brands that I trust and return to more than others (though for example in the supermarket if there's a good deal on something else, I will often ditch the usual brand to try another...)...