For many, loyalty is an old, outdated thing of the past.

Like a rare gem it’s often overlooked.

Back in the day, when a cowboy rode for the brand it meant that he had signed on to support the mission, goals and aims of the brand itself.

Their loyalty was a matter of honor and pride.

And while there are still some who understand just how valuable a loyal person truly is, most are quick to take them for granted and rush past them to chase after the next rung on the ladder.

But in doing so, they miss the lasting value of:

  • Someone who is there for you …not when it’s convenient for them, but when you need them.
  • Someone who picks up the phone when you need to talk.
  • Someone who steps in and makes you food when your life has been turned upside down.
  • The person who picks up your kids when you’re in a jam and can’t make it.
  • The one who covers for your mistakes at work.
  • The person who gets out of bed at 6am when its -43 out to help jump start your truck when it won’t start.
  • The one who will defend your name when you aren’t there to defend it yourself.

Someone who is real.

Loyalty is often overlooked and missed ~ because in a world where people fight for attention, loyalty quietly goes around getting the job done…

…making loyalty extremely rare.

It is the glue that holds a family, tribe and our world together.

And this a brand that’s built for those who are loyal.

The ones who actually get it.

This brand isn’t built for the masses.

It’s built for the few who live a truth that extends beyond the borders of their own self-interest.

Most don’t.

But the right ones do.

You can also read the story about the brand itself by clicking here.