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Brands No Longer Want Your Loyalty. Now They Want Your Love

Gone are the days when the only goal of a company was to persuade you to buy its product. Now, making you feel kinship with a brand—even love—takes precedence. At least, that’s what a group of influential startups believe. Eyewear maker Warby Parker, makeup seller Glossier, mattress retailer Casper—all of these companies are “direct-to-consumer” brands largely born on…

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