Torley points us to brand tags.
It's a simple game where you pick one-word associations to go with major brands. The result pages are actually pretty inane, but the magical way each and every one of these brands compels you to think is fascinating.
I saw the Harley logo and I immediately typed "macho". But it's just a motorcycle. A vehicle, no more macho than any other. Yet the word just popped into my head.
And the same thing happened for the next brand and the next one as well.
Superbrands have a mystical connection with people. Odds are, you can't own one, but there's no reason you can't build a micro one, a local one, a brand that's magical for a smaller group of people.