Every time you come in contact with any brand, company, or organization you either like it a little bit more or like it a little bit less, the feeling is never completely neutral.  The majority of these impressions (feelings) come from your sub-conscious mind, which makes it difficult to understand why you feel the way you do about some brands.  Just assume everything is marketing.

They way the flight attendant smiles at you gives you an impression of the airline.

The way a hostess open the door at a restaurant changes your impression of the establishment.

The way the cashier talks to you while making a purchase changes your impression of the store.

The font you use on doors in your office changes our impression of your company. Read more