Don’t trash talk my favorite brand. Because I love it. Yes, I know there are other brands out there that sell products that function just as well—if not better—but I don’t care. It's my brand.

I know I’m irrational. I realize I pay more than the going rate. But I still love my brand—even when it makes a mess. I present my Blundstones:

I've worn Blunnies for 25+ years. And I will continue to wear them for as long as I have feet. The brand is my pet. I feel different when they are on my feet. I somehow feel more “me.” Illogical? Yes. Emotional? Yes. Unconditional? Absolutely. Even when my fanatical brand love goes unrequited:

This gunky, gummy mess is what's left of my last pair of Blunnies. I noticed that my balance was a little off as I walked around NYC one morning. I looked back to see I was leaving a trail of rubber behind me with every step. Spiritual connotations aside, my sole was leaving me.

I looked up my sole problem and I wasn't the only one. Blundstone had switched up their rubber chemistry and this funk was the result for those who lived in certain climates. An irreducible flaw.

I reached out to Blunstone and showed them my injured sole expecting a little sympathy but nothing more. They assured me that they fixed the chemistry error and sent a new pair my way without any inquiry beyond the sad photo you see.

My pet brand not only showed remorse, regret, and apologized for its mistake, but also made good. I now love my Blunnies more than before. And I am willing to pay more—and forgive more—for my experience. After all, Blunnies are more than boots to me.

The moral of this story? Judge your affinity for a brand by how much you can forgive it for its transgressions. That's how you know a brand is more than just the product it sells.