Throughout our lives, we are surrounded by brands: clothes, food, entertainment, world-famous names. They all have one thing in common - they want to please us. And many succeed so much that we cannot imagine our everyday life without them. But how? What is the secret of the success of certain brands? Why is it that someone is instantly successful and soars to the top of popularity, while other companies at the same time lose everything because of one ill-advised marketing move? The answer lies in the human subconscious.