Brand association. It’s kind of a gross term if you think about it. It speaks to the idea that we have an affinity for a brand, something that isn’t a “real” thing. It’s an entity that exists to make money, fueled by people and passion. So this video is both funny, and slightly unnerving to me.

Adam Ladd recently taped his five year old daughter, showing her brands and asking if she can identify them, resulting in some pretty adorable commentary. Cheetah, cheetah, cheetah.