Is There a Difference Between Longevity and Brand Durability?

The rational stuff and the irrational stuff are all of a piece. True itself is an abstract idea that works great on a blackboard, but rarely survives an interaction with actual humans. So what i think we need to do with sports, or just anything else that gets people to be irrational, is except the fact that irrationality is part of the deal. I saith, this is venessa calling from tokyo. What does it take for a brand to survive and thrive through to being a hundred years old? Thanks.