Great brands emote. They drip with sweat, fear, greed, love, belonging, ambition. They represent everything to which their customers or clients aspire. Red Bull isn’t an energy drink. It’s risk-taking. It’s adrenaline. It’s fearlessness. After all, what-in-the-what does this have to do with buying a beverage? Nike isn’t sneakers. It’s reaching your personal pinnacle. It’s self-empowerment. It’s independence. Half their ads don’t even show an athlete or the distinctive Nike swoosh. They simply...