Brands that capture the imagination: Why being personal still counts

I do love my Starbucks in the morning. Recently, I have started to chat with my local barista – he knows my name (its on the cup—usually misspelt as Pier) and I know his. The 'name on the cup' initiative was hugely debated and annoying to start with, but it also brings back something nice – a sense of community. That’s something that can get lost in today's fleeting world of tweeting.

My community experience at Starbucks called to my attention another brand that focuses on bringing back something old fashioned and personal—John Lewis.