One brand that speaks to me is Apple. It is not merely that they sell products, but they sell an experience. I relate to their emphasis on simplicity and ease of use. As a person interested in product-building and startups, I love how the complicated technology at Apple has been brought to seem simple and high quality. It is a manifestation of the way I desire to develop easy to use yet effective things.

I would approach them on a Friday night when students are trying to get drunk and have fun. I believe they are more prone to switch to a new hydration if they find it tasting good and better.