My Tree Guy Goes Barefooted!

Brand loyalty starts and ends with the physical investment of its caretakers. When Ford turnaround CEO, Alan McNally, was CEO of Boeing, he drove a high-end Lexus. But, once his business address changed from Seattle to Detroit, his car preference changed to a Ford. Even Ford Chairman Bill Ford, whose great-grandfather started the company, selected a Mustang over a pricier Ford-owned brand like Aston Martin or Jaguar.

Brand loyalty, however, is not just about the actions of the residents of ma...