Are the brands you love a reflection of who you are as a person? Should you pick a brand and remain loyal to it for the rest of your life? This week, Noah, Rachel, and Sam discuss the implications of Peak Brand, and why we expect brands to be sincere. They also revisit Malcolm Gladwell's seminal New Yorker piece on coolness, and discuss whether it's held up 22 years later.

www.newyorker.com/magazine/1997/03/17/the-coolhunt
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