I have a question for you: do you purchase Air Jordan shoes because of the brand, Nike, or do you purchase the shoes because of the athlete, Michale Jordan. Of course we all know the answer; we purchase the shoes because of Michael Jordan.  People, for the most part, make purchasing decisions based on personal brands, such as Jordan, versus just the brand, such as Nike. Brands can and many successfully do build a culture that people want to be part of; think Apple. But at the end of the … [Read more...]