It turns out that boycotts are great for business. Last Wednesday Chick-fil-A broke previous sales records as costumers came out it droves to purchase chicken sandwiches and waffle fries in support of the fast food joint. Speaking his mind about marriage may have been the savviest accidental business move CEO Dan Cathy ever made.

Some of the comments on my first post questioned whether there is a connection between the threatened boycott of Chick-fil-A and the power of brands. I appreciate the pushback, but the massive outpouring of solidarity (and dollars) on Chick-fil-A Day makes me think I'm on to something. To recap: when our personal identities become enmeshed with that of a company whose product we love but whose values we come to question, we may experience a crisis of identity. At this point many choose to boycott. Or, in the case of Chick-fil-A Day, others come to the rescue of a corporation they feel represents their values. Either way, the chosen response says a lot about where ...