When someone falls in love with a brand, what is it they actually love?  Do Apple aficionados love the mirrored fruit (certainly browned by now) with a bite taken out of it?  I can tell you from experience, if you can find an ATT lover it’s not because he/she loves the death star.

Verizon did a great job with this with the “people behind the network” campaign.  But this commercial absolutely nails it.   Someone at Intel (or their ad agency) got it.  My nerd background allows me to say things like I LOVE USB (all different iterations of it.)  Intel already has loyalty from quite a few of the people who actually investigate their products.  Now they have put a human face behind the CPU so that their brand will resonate more deeply with others when they see it at Best Buy or on the box of the laptop they’re about to purchase.  “Intel Inside” has a deeper meaning for the consumer because great engineers (actual people!) brought it to you.  (Never mind that the gentleman in the commercial is an actor.)

All brands are made up of people.  People want to love brands and by extension love the people who make those brands lovable.  Retail is the best place to make this happen by giving the perceived brand experts the tools to convert shoppers into brand ambassadors.