It's time for a reality check. Businesses aren't half as cool as their owners like to think they are.
In fact, some businesses are pretty much universally disliked. Ryanair, for example, has made a good living out of saying "Well, you get what you pay for!", but even they have recently inaugurated a new advertising campaign, headlined (imaginatively...) "We're changing". Cheap'n'nasty is a valid positioning, but a dangerous one to live by.
Most businesses, though, and by 'most' we mean a good 95%, are neither liked or disliked. They are just there.
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Via Daniel Watson