Consumers want personal and engaging experiences that develop into relationships. Much like the trials and rewards of personal relationships, when done right, brand relationships can grow into lifetime commitments. When done wrong, they can lead to painful breakups. This report explores the relationship between consumers and brands. Based on a survey* commissioned by RightNow (acquired by Oracle in March 2012) and conducted by Harris Interactive, the report reveals facts about what consumers are looking for from a brand, how quickly they will dump a favorite brand, and their tendency to seek retribution after a breakup.