It’s all about brand physical evidence. People feel good about being part of a big family. That is why we want to be astronauts when we were kids. Not because we wanted to fly in space, no! It was because of the space suit. The cooler the suit, the more we want to wear it.

But as we get older and realize that we are too afraid of heights to become astronauts or that we don’t like to dissect people in order to become doctors, we focus on other things that we can do. We search for other groups that accept us easier and also wear a kind of suit, like the hipsters, rockers, rappers, sport lovers and so on.

I am wearing my new IBM blue shirt. What suit are you wearing?