What does it mean?

It is in all of us the desire to belong... As well as to be acknowledged... To be part of the team... Some want to lead some want to be led.

How does branding fit into this?

I use football and sports as great examples of how colours have powerful meaning - of course patriotism, nationalism is also another way to see how people get carried away, fans at the Olympics or for their country at the Football World Cup.