Does a Loved Brand Pay it Forward?

I am always amazed at the unbreakable emotional connection brands can create with their best customers. But is it always the brands that proactively strive to do this that end up with the most raving fans? Or is it more organic,  subtle and intuitive,  communicated through intangible thoughts the brand stewards project as they contemplate continuous product improvements and service strategies? Maybe its a love and pride the employees somehow imbue into their work on the brand or the products they produce as they go about their daily jobs. Do the products “feel it”…does it make them somehow more noticeable,  more appealing,  on a shelf? Do they then pay it forward to their customers,  who in turn reflect it back to the brand and onward to other people as they spread the word? Kind of “Toy Story-ish”,  but still fun to contemplate.