Brands often build loyal bands of acolytes who can verge on the fanatical. It's easy to find evidence of people professing their love for Apple, Google or HP Sauce, but untangling the reasons why they fall in love with particular brands is more difficult.

The idea for this week's podcast comes from loyal listener, Helge. Based on his suggestion, we delve into what kind of brands inspire loyalty, what it means to be loyal to a brand and why people emotionally attach themselves to brands in the first place. We discuss the marketing concept of “value alignment”, cognitive biases associated with brand loyalty and, finally, we share the brands to which we remain steadfastly loyal.

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