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I really appreciate this post. It make me think at the Sunday morning when I get my bike, my Dainese protection on and ride down a hill: It's a transfiguration!

Tim -- I think selling is really a word we dislike. It implies that someone is pressuring someone else. We love to buy, and we love to connect with people and things that allow us to show who we are better. So we borrow the concept from the brand and we adapt it to our preferences and sense of self to signal to the world who we are.

Joe -- We join stories. Since we're all different, we like to be exclusive as well. There was a discussion here on the language of persuasion back in January here. We talked about art vs. the language of commercialism. http://conversationagent.typepad.com/conversation_agent/2007/01/brought_to_you_.html

Where these brands, and other brands that employ a narrative approach, are successful is when they know their audience. They don't try to be all things to all people.

Just like great art, great brands evoke or awaken emotion in people. This could be joy, sadness, comfort, disgust - anything but apathy, and their job is done!

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