If we want to bond with a brand, there's no better way to do so than to drink it, wear it or drive it.

A brand is a standard of social status and can be worn as a badge of honour. (How many times have you caught yourself eyeing that expensive purse or God forbid, that exotic foreign car with the three famous initials?)

We all do it. We react to symbols. It's a learned association with what we believe the brand represents. Acceptance. Status. Taste.

Mostly, brands represent how we feel about ourselves. Do you feel better about yourself driving the sports car and writing with a pen named after a mountain? Probably - if you can afford it!

We'd love to hear from you.  If you have any comments on this topic, please forward them to Janice Johnston at jjohnston@adcomcommunications.com.

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