As a customer, I think it very important when brands appreciate their customers; it is one reason to be loyal and stick with them. It is always nice to feel important and appreciated, so getting those special discounts and gestures even if it is a greeting card always adds that personal touch. This is important to me when I choose the type of brand we use, and choose to stick with. I also like it when brands and companies pay attention to helping others, which is one of the things that speak to who they are.