brand after brand - food retailers, insurance providers, car manufacturers will tell you that their brand - is "yours" Your M&S, Your Asda....but what if I don't want it?
what if we don't share your values or ethics - you don't know anything about me - why do you want to give me something?
Reading a "do psychology in 10 minutes" blog and realizing ownership = loyalty - then plastering the word "your" over point of sale - doesn't make it real.
