“If you see yourself as the kind of person who owns Apple computers, or who drives hybrids, or who smokes Camels, you’ve been branded. And once a person is branded, that person will defend the brand by finding flaws in the alternative choice and pointing out benefits in his or her own.”

“If you see yourself as the kind of person who owns Apple computers, or who drives hybrids, or who smokes Camels, you’ve been branded. And once a person is branded, that person will defend the brand by finding flaws in the alternative choice and pointing out benefits in his or her own.”

— David McRaney