Your relationship with $COMPANY should definitely be non-personal and unemotional - it's not a sentient being. Your relationship with the people, from the CEO down to your boss and coworkers should be situation-specific. I'm not sure how this is any different from all your other relationships. Do you love a $COMPANY where you are the consumer, or did you get great service from a specific person? Is $FAMILY super important, or a proxy for the close relationships it represents?