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...

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...