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So, what do we know so far? We know that brands are everywhere, that they can create intense loyalty, and that they can have a powerful influence on us. Is there any question why I find brands so fascinating?

But what’s even more amazing about brands is that, even though they have all of this power and influence, you can’t touch a brand. It’s true. You can smell the aroma of a cup of Starbucks coffee, you can taste the kick of an Altoid when you pop one in your mouth, you can hear the sound of Windows starting up on your computer, you can feel an ice cold can of Red Bull in your hand, and you can see the golden arches of the McDonald’s logo, but you cannot touch a brand. The smell, touch, or sight of a product is really just a representation of that brand. The brand itself is invisible. Its power only exists in your mind.

So, can these untouchable things called “brands” actually change the way we act and think? Let’s see…