PRINT November 1988



ONE OF THE MOST IMPORTANT PRINCIPLES we live by is loyalty. We strive to be loyal to our country, our family, our friends, and to the brands of products we consume. You might buy a car because it was made in the U.S.A., and you might buy a laundry detergent because your mother used it. In our consumer society, identities can be determined to a considerable extent by what a person consumes, so brand names become part of the family. And that’s why American business relies on brand loyalty. I use it because it’s family. It makes me feel secure. It’s always there for me.

It’s hard to argue against loyalty in most forms, though blind loyalty can certainly be dangerous, and maybe loyalty should be argued against more. The motto of the SS was “Thy Honor Is Thy Loyalty.” Loyalty can supersede good judgment. And it can go unreciprocated. Maybe loyalty is the biggest scam of all, because it so often

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