Narrative Wars 07: If We Buy Their Product, Are We Also Buying Their Narrative?

We get bombarded with commercials and ads daily. Buy this thing. Check that item out. If the tactics were that simple, no company would go to the effort of creating mascots or telling unique stories to gain the attention of their potential customer base. 

But we know that's part of what gains customer loyalty - a good story; a testimonial; some good word-of-mouth from recent buyers. Companies have to be able to tell a good story on top of making something useful. 

So if a company tells us something that speaks into what they believe - how do we respond to that? We may enjoy what they make, but do we also endorse what they believe in too? 

What do you think about that?