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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 be mighty big. Is there any question why I find brands so fascinating?

But what’s even more amazing about brands is that they are all this … yet, you cannot touch them. You can smell the aroma of a Starbucks cup of coffee, you can taste the kick of a Mentos when you pop one in your mouth, you can hear the sound of Microsoft’s Windows booting up, you can feel the wet aluminum of a cold can of Sprite in your hand, and you can see the golden arches of McDonald’s logo. But you cannot touch a brand. The smell, touch, or sight of a product is really only a representation of that brand. The brand itself is actually intangible. Its power exists only in your mind.

Can these intangible “brands” truly influence the way we act and think? Let’s explore.