What type of loyalty or relationship do you or can you have with Kleenex® -- aside from the obvious? What about canned soup, beer, cereal, or dog food? You might find it easier to answer if I asked about your relationship with your BMW, Lexus, iPod, or cell phone. There is more involvement in these products and a longer consideration process. Think about what level of involvement you have with each of the products and services you interact with daily, and then think about how you use information to help form and sustain these buying decisions.