People express their own or idealized self in part by the brands that they buy and use. Using Apple’s MacBook Pro expresses for some a non-corporate, creative self based in part on the perception that Apple-as-a-person is an unpretentious, irreverent and somewhat off-the-wall person. The use of Betty Crocker expresses the homey, maternal, nurturing side of some of its users because Betty Crocker-as-a-person is a mother figure who is traditional, small-town, and all-American, a person that cares about cooking and about her family. Wearing the Nike brand is a personal representation of an active lifestyle personality for many. Nike-as-a-person is exciting, provocative, spirited, cool, innovative, aggressive, and into health and fitness.