How do people create an emotional attachment to brands?

I just saw an article on Advertising Age. It talks about the building of a relationship between a brand and its consumers. The truly great brands build an emotional connection with readers that extend far beyond the physical product that the brand is selling. The article gives the example of Starbucks. At one point, Starbucks was about so much more than coffee. It was a place to exist, be cerebral, embrace culture, and (oh, right) drink coffee. In the consumer's mind, the coffee turned into little more than an afterthought.

What creates this kind of brand image? Another brand that evokes this kind of passion is Toyota, especially with its flagship Prius. It's not just a car. It's an idea, a vision, and a cultural spark that catalyzes emotion at its mere mention, regardless of the physical characteristics of the product.

These products and services simultaneously shape and are shaped by culture, becoming alive in their own right. It might be easier to understand this phenomena by zooming in to a micro perspective and looking at a local brand. Here in Asheville, the Jack of the Wood is a local pub. They serve local beer, drinks, food, and have live music on most nights, much like many nearby bars. But the bar evokes an opinion from most residents. It's got a flair that people either love or hate (much like Starbucks). And, it gets great business. It's nearly always crowded.

What's the magic sauce makes these companies so special?