Brand Identity Connections - What Is It?

Lance armstrong doing well, him beating canser an, winning the troe to france, really has nothing to do with you. His cheating and his doping also has nothing to dowit you. And yet, you triumphed when he triumphed, and you grieved when he fell. That's your touching on something i think is the key premise of identity connections between consumers and brands. Once my identity fused with that i was in sink with his hihs and lows....