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There are brands. And then there are brands that have become emotions. The difference is not market share. It is not distribution reach or advertising spend or the number of celebrity endorsements in a brand's history. The difference is whether, when a consumer thinks of the brand, they feel something before they think anything. Whether the brand lives in the body — in the memory of a taste, the texture of a biscuit broken in half, the specific afternoon light of a school tif