On the other hand, if the product is unnecessary, like an iPad, there is a great chance the customer will become a fanboy because he had to choose to spend a big chunk of money on it. It’s the choosing of one thing over another that leads to narratives about why you did it, which usually tie in to your self-image. Branding builds on this by giving you the option to create the person you think you are through choosing to align yourself with the mystique of certain products.
