A Brand New You: How our favorite brands help assemble our self-image, and how we interact with them. Quote: “For most people, Jell-O shows up as a childhood friendship. Johnson & Johnson is more a mother and child relationship. Microsoft, for a larger than average number of people, forms a master-slave relationship.” And: “Apple Computer doesn’t create new family members so much as brothers- and sisters-in-arms…It invites users to think of themselves as revolutionary–even though, by buying and supporting Apple, they’re really just responding to another marketer’s push.”