My BFF is a brand

Have you ever heard of parasocial relationships (also referred to as "asymmetric intimacy" by Jonathan Stark)?

Here's the quick and dirty from Google, emphasis is mine:

Parasocial relationships are one-sided relationships, where one person extends emotional energy, interest and time, and the other party, the persona, is completely unaware of the other's existence. Parasocial relationships are most common with celebrities, organizations (such as sports teams) or television stars.

A parasocial relationship with a personal brand is obvious. But one with a sports team? That's fascinating.

Do you think it's possible for a large company with a brand that's personal to create a parasocial relationship? 

Your favorite podcaster feels like a friend.

Can your favorite brand feel like a friend?

✌️Rvw