Visiting the Nike campus in Beaverton, Ore., is a surreal experience. You leave the normal, sleepy world of suburban Portland and enter a world clearly focused on winning. Across the campus — from the iconic Michael Jordan statue to buildings named after the all-time bests in sports — the brand identity couldn't be more clear.

One of our favorite brands to talk about here at The Starr Conspiracy is Geico. They have a clear brand archetype, but they also have many different messages that support their brand as well. Everyone knows that insurance is a boring, commoditized product that everyone has to buy. So Geico sets out to make us laugh.

Feelings are important to people — they induce memories, guide decisions, and can impact other associations. Brands and feelings should be developed hand-in-hand.