Consuming Gods

In his book The Brand Gap, Marty Neumeier uncovers the ways corporate brands affect individual consumers:
"Depending on your Unique Buying State, you can join any number of tribes on any number of days and feel part of something bigger than yourself. You can belong to the Callaway tribe when you play golf, the VW tribe when you drive, and the Williams-Sonoma tribe when you cook a meal. Brands are the little gods of modern life, each ruling a different need, activity, mood, or situation. Yet you're in control. If your latest god falls from Olympus, you can switch to another one."

from The Brand Gap by Marty Neumeier (AIGA, 2006)