Advertising, media, public relations, digital and every other way to make people feel something real. Who Loves Ya? Building a loyal customer base is not about who's aware of your brand. But who believes in it. Feels an attachment to it. Chooses to make it part of their lives. When you give people that compelling reason to become active participants in your brand, they'll put their money where their heart is. Even when somebody else whistles. That's true brand participation. The difference between a customer and a brand's best friend.