You've got to have an arch rival to keep internal and external loyalty running deep. I grew up in Philadelphia. I hate the New York Knicks and the Boston Celtics, and I'm proud of it. And I mean hated. Booed by tens of thousands.
Fierce competition breeds internal loyalty.
Band together for a common cause. Win the game. The same is true for your business. The big winners are the ones willing to stick together and fight for victory. Measure how loyal your customers are to you.