demonstrated by the personified Mac and PC? Marketing is only effective in a society where people are shaped to respond to it. Marketing of any sort makes us respond as consumers, regardless of what the product is, because when we see marketing, we start looking for a brand: Nike, Mercedes, Christianity, Dunkin’ Donuts, Juicy Couture, Zen Buddhism, DeWalt, Harley-Davidson, Islam, Carhartt, John Deere, and so on. This is true whether one markets Coors Light or the East Nashville Bible Church.