We typically†buy products†because they are good, or because the service is fantastic, or because the price is right.† That takes care of the intellectual reasons.

But there are other reasons too, and they are far more†subtle. They have to†do with the†subliminal, and can be described loosely as likeability – whether we like the company, its people and what they stand for.

Apple computer is a case in point.† The products are brilliant. The service and price are not attention grabbing, but their “likeability index” is very strong.† And Apple works carefully to grow this subliminal reputation.† Here is a recent example:

Apple recently canceled its†membership in the U.S. Chamber of Commerce, America’s†most powerful business federation and lobbying group.†Part of their resignation letter states, ìApple is committed to protecting the environment and the communities in which we operate around the world. We strongly object to the Chamberís recent comments opposing the EPAís effort to limit greenhouse gases…As a company, we are working hard to reduce our own greenhouse emissionsÖ. We have undertaken this unilaterally and without government mandate, because we believe it is the right thing to do. For those companies who cannot or will not do the same, Apple supports regulating greenhouse gas emissions, and it is frustrating to find the Chamber at odds with us in this effort.î

Appleís decision aligns with other†recent high-profile defections by three utility companies, including Californiaís PG&E, which, according to the Los Angeles Times,†Ã¬announced it was leaving because of the groupís ëobstructionist tactics”.

It takes courage to take a stand, but millions of people will note this action by Apple, and Apple’s†”likeability index”†will increase for many in their demographic market segment as a result.† There are many ways to inspire the loyalty of customers – and employees.