Brand marketing is really all about tribes.  I prefer the religious metaphor of priests and disciples, but it really is the same thing.  Who is your Witch Doctor?
Seth has two beautiful lists to help illustrate this point:
The power of lists

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Funny thing, I was reading my daughter a story about George Washington and she said, “Oh yeah, I’ve heard about those Patriots.”

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I actually think that this strategy of turning the ordinary into something extraordinary is genius marketing. Check out this video:

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