Watching the Texas Rangers win the ALCS and celebrate their pending trip to the World Series this week was a great reminder of the power of emotionalloyalty.

After the game, the Rangers celebrated as a team not with the usual Champagne but with ginger ale. They did this out of respect, and out of loyalty, to their teammate Josh Hamilton. Hamilton is recovering from drug and alcohol addiction and cannot tolerate being around alcohol.

Being thoughtful to their teammate is going to earn them enduring loyalty -- the real, emotional kind -- from Hamilton, who just happened to be the MVP of the series.

We're always working with clients to leverage their brand and other assets to be as thoughtful as possible and realize genuine emotional loyalty from their customers, rather than be satisfied with transactional loyalty, which is often fleeting.

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