The second link is where you establish a deeper, feeling connection with your prospects and customers. We call this the identity bond. It's a bond based on shared values and aspirations. The Body Shop, for example, built its global retail franchise without placing a single advertisement. Such cause-related marketing has been used successfully by many other firms.
Identity is forged through publicity.
It is also a byproduct of advertising. Consider how you react to images like that of a small black boy looking up with admiration at Shaquille O'Neal, who is drinking a Pepsi. Again, the means of establishing this bond are based on this kind of one-way communication. And here, too, the bond is vulnerable to attacks or out-performance by competitors. Exchange of value.