Represent

The great brands of our time are not about what they are. They are about what they represent.

Apple, Sarah Palin, Harley Davidson, Tom's Shoes... In each case, the reality of the product means far less than what the brand represents.

The facts of iPod battery life, knowledge of world affairs, gas mileage and foot comfort are almost irrelevant. What matters is the Jungian rush these brands connote, their ability to allow us to identify ourselves and fellow tribe members, the sense of belonging a...