As we continue with Part 2 of our interview with Dr. Bob Deutsch of www.brain-sells.com, we discuss the way in which a brand is recognized and defined by the human mind. Dr. Bob tells us about how emotional attachments are initially formed through a merging of narratives between the individual and the brand, inspiring a spasm of sentiment that forms a lasting connection and loyalty. He shares examples to provide insight into the feelings behind these connections, citing work he has done for Ronald Reagan, Apple, and Harley-Davidson. He describes how data comes second to emotion, and how people recall their feelings far more acutely than hard information. He touches on social networks, and moves on to discuss the concept of a social tribe, discussing their requirements and benefits, to both their members and to the brands that manage to cultivate them.