Customers can have relationships with a company, or a brand owned by that company, or with both (e.g., Procter & Gamble with its multibrand strategy in various product categories), or in some cases, perhaps view the relationship as being with a single entity when the company and brand are synonymous (e.g., Apple). It all depends on the customer's perspective. In the questions that follow, "brand" is used as a label for all of these possibilities - you should interpret the "brand" label in a manner that reflects how you view the entity you discuss.

1. How might a customer's "decision journey" influence the type of long-term relationship (both pre- and post-purchase) that a customer expects from a brand? does all components of the decision journey influence relationship expectations, or just certain ones? Give an example.
2. Have you ever began a relationship with a brand expecting or assuming it would be adversarial in nature? And then experienced a change in that relationship to a more positive type? Using "marketing language" (i.e., thinking as a marketer, not a consumer) how would you explain what you experienced as a customer to cause that change? What part of the Customer Decision Journey turned things around?