Matt Rhodes took some time to examine the relationship between brands and their loyal customers. He points out that often times, the customers are more passionate about the brand than than the brand is about them. The brand needs to find a two-way street to start recognizing these loyal customers, who can often be a solid source for word of mouth marketing. Opening up and using social media can be a great way to do this. It can open up communication, and let you show your customers you appreciate them.