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People define themselves through the places they shop and the things they buy and wear. In the middle ages and during the renaissance, the Catholic church used images of Saints and Biblical stories to create a "brand" for themselves. Believers aspired to be like Saints and defined themselves through the church. Fast forward to today, and brands like Nike, Apple, and Google have created an almost religious connection with consumers. Walk into a Nike store and you'll see huge posters of athletes that aren't that different from the images of Saints. Apple fans will sleep outside the store while waiting for a new product. Fans of these companies define themselves through their brands.