The local theater had a production of Charlotte's Web. The man who played Wilbur made the sacrifice of shaving his beard, since he was a baby pig who would not yet have had facial hair. The pink socks were the piece de resistance of his costume. Also the bow tie. Wilbur had class. 

Charlotte's Web is a charming story about a spider who saved the life of a runty pig with nothing more than a good brand. My daughter knows all about brands, and can spin endless tales about the prosperity or demise of a company based on nothing but effective marketing. She should know. She rebranded Duke University, and her fiance the Philadelphia Eagles. 

The other day I asked a couple to tell me what they appreciate about one another. The woman's eyes went straight to her husband, and her smile was preamble to what she had to say.

"He works at home, but when I'm frustrated he lets me knock on the door. Then he puts away his laptop, and comes and helps me." She blew a kiss for punctuation. 

That brief story, and my daughter assures me that a good tag line is brief, warmed my heart to her husband. I saw him in a softer light. He is a prosperous businessman, but if his wife needs him, he goes. 

Years ago a different wife described the depth of devotion she felt for her husband. 

"Forever isn't long enough."

I see this man around town, in fact he lives on my road. We never exchange pleasantries but he is the man so dear that forever isn't long enough. 

Often marketing is aimed at convincing consumers. But there is also the arena of convincing yourself. I could emulate a spider and brand John, or my children, or my job in ways that win ribbons at the county fair.