‘I don’t want my Dollar General store to look like a Dollar General store!” That was the owner’s assertive Sunday morning response to a sincere compliment on her immaculate, well-organized store. Her loud echo of pride stood in contrast to two other Dollar General stores in the same area, ironically staffed at the register by the store owner, not an hourly employee.

That’s what brand indifference sounds like. She cared about her store but had zero allegiance to the brand over her front door.

What does brand loyalty look like?

Mention Piedmont Airlines to long-time road warriors, and you will hear stories of over-the-top employee pride. Even after their “hostile” takeover by USAir, passengers could spot a former Piedmont flight attendant by their upbeat disposition. I asked one of the purveyors of sunshine how she liked working for USAir. “We’re told not to,” she whispered as she did a timid reveal, “But I still wear my Piedmont lavalier under my USAir uniform.”

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