CHAPTER 7

Don’t Give Them a Reason to Cheat on You

I feel loyal to certain brands and I am extremely loyal to TOMS Shoes. I will recommend them to friends and family or complete strangers. For example, I often choose to give them as gifts whenever I can. Why do I love them so much? I love their approach to business—for every pair of shoes they sell, they donate to a child in a developing country. This is a huge reason as to why I am such a loyal customer … also they are cute and comfy.

—Courtney W., 25, Kansas City, Missouri

Winning the loyalty of Millennials can seem hard—if not impossible—for many brands these days. But a few, like TOMS Shoes, have managed to tap into something special.

For those not as successful as TOMS, well, you can blame ...

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