Granted, providing good service is not necessarily mandatory for some brands. Does anyone really need a help line for toothpaste or paper towel? Probably not.

But to the extent that every product — no matter how commoditized it may be — ultimately is sold in some kind of store suggests that some version of customer service could make a difference, especially where brand loyalty is concerned.

Procter & Gamble certainly understands this, and acted upon it by creating Tide Dry Cleaners, a retail expression of its iconic Tide brand of laundry detergent. In so doing, P&G risked damaging Tide’s enviable image, equity and the brand loyalty it already enjoys. What if a Tide Dry Cleaners ruins someone’s favorite dress?

But in taking such a risk, P&G also stands to deepen loyalties to unimaginable levels by turning a generally dismal retail experience — going to the dry cleaners — into something that actually makes a positive difference in people’s daily lives. This helps explain why Tide Dry Cleaners is our first winner of the Ultimate Hub Prize (link).

Close behind were Disney’s incredible, hi-tech re-imagination of its stores and Kimberly-Clark’s U by Kotex, a gutsy shopper-marketing campaign that took the feminine-care category by storm.

All three of these initiatives, as well as the 33 other Gold, Silver and Bronze Hub Prize winners, have this in common: They apply insights and innovation to make an emotional connection where it counts the most — in the store. That’s a “customer service” and the result is not only a sale, but loyalty, as well.

This issue of the Hub is dedicated to our winners, and to the loyalties they have earned. Please download a PDF celebrating all 36 winners (here).