With this wave of brand mania has come a new breed of businessman. One who will proudly inform you that Brand X is not a product, but a away of life, an attitude, a set of values, a look, an idea. And it sound really great – much better than that Brand X is a screwdriver, or a hamburger chain or a pair of jeans, or even a very successful line of running shoes. Nike,Phil Knight announced in the late eighties, is “a sports company” its mission is not to sell shoes but to “enhance people’s lives through sports and fitness” and to keep “the magic of sports alive”.