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Republican candidate Mitt Romney was chastised during the 2012 presidential race for having the audacity to exclaim, "Corporations are people." Yes, technically corporations are made of people, but they're allowed to do a lot of things that people can't.

Corporations can get away with murder, profit from child labor laws and destroy the environment with impunity. Most people cannot.

However, corporate brands want you to think of them as people. Carefully curated brands give people a sense of identity when they use their products so they'll pay $150 for a $20 shirt. Branding gives people an emotional connection to inanimate objects simply via a logo backed up by an ad campaign they saw on TV.

A brand means something because a corporation told you it does.

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