"Great companies that build an enduring brand have an emotional relationship with customers that has no barrier. And that emotional relationship is on the most important characteristic, which is trust."

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You never come back, not all the way. Always there is an odd distance between you and the people you love and the people you meet, a barrier thin as the glass of a mirror, you never come all the way out of the mirror; you stand, for the rest of your life, with one foot in this world and no one in another, where everything is upside down and backward and sad.

— Marya Hornbacher