In the marketing world, the phrase “passion brand” refers to a product that has a passionate following among its customers. In addition to being loyal to the product, the customers also personally identify with it. If necessary, they will expend the time and energy to defend the product when someone criticizes it. The ownership of the product becomes a statement in and of itself — a statement that the customer has achieved a special status because of their affiliation with the product.
Last week, I had an appointment with a man — I’ll call him Jim — who hired me eight months ago to represent him on a personal injury case. As usual, Jim brought his wife with him to the appointment. I’ve met with Jim and his wife on four occasions over the past eight months. Jim was injured when a large truck disregarded a stop sign and collided with his vehicle in the middle of an intersection. Because of his injuries, Jim has not been able to return to work. He’s been without an income for eight months.
The year was 1970. I was in the eighth grade at St. Mark’s school in Peoria. I remember the day like it was yesterday. One of my classmates — I’ll call him Paul — brought a Polaroid picture to school to show to his friends. Paul and I were the same age — 13 years old. The person in the picture was the girlfriend of Paul’s older brother. She and Paul’s brother were in high school. She was a student at Academy of Our Lady and Paul’s brother was a student at Spalding Institute.
My daughter Teresa (21) graduated from college in May of this year. Prior to her graduation, she sent out resumes and lined up several interviews. As the interviews progressed, a handful of companies became interested in her, which created a dilemma: What if she had a certain company in mind that she really wanted to work for and another company made an offer? Should she delay accepting the offer while she waited to see if the company she wanted to work for would make an offer?