Interacting with a brand is analogous to a personal relationship: We are generally attracted to confident and authentic people with interesting attitudes and find the opposite to be rather bland and inconsequential.
If you enter a packed party and see Simon Cowell, you will probably have an urge to engage in dialogue with the controversial American Idol personality who has pronounced opinions. You may not agree with Cowell's view on all subjects but you must credit his stand and his consistency.
In ...