Macy's may never need a hug but there is a reason compnay pay million/billions to advertise and pump their image and a reason why some have gone to "Gorilla marketing" and their employees will need a hug if their pay gets cut.
I remember the talk show DJ in my town on one station all had Direct TV, well they all had to say they had Direct TV or at the very least not mention a competitor. They could never tell a story about how at home Comcast or WOW did X because they were contracted to advertise and/or the station was owned by the same company as Direct TV. I remember one talking about A Local Cable Company and the other DJ saying over and over " No you don't have comcast , JOHN shut up dude you HAVE Direct TV." The point is we feel like we know talk show host we take their ownership of a product like a recommendation from a friend. *I can't remember the DJ names or whether they had comcast , wow or something else*
Image matters and it's subtle. I've never been to a Piggly Wiggly if I heard several negative things about PW here from people I feel I know at least a little and some of them a lot, that alone with a lack of other experience may make the difference and cause e to avoid PW when/if I'm ever in the are they operate.