Brands: The Power of Emotion

Years ago, when my son signed up for his first YMCA basketball team, I took him to the mall to buy basketball shoes. I don't know which one of us was more excited. Even though I had a sense (since confirmed) that he wouldn't be headed to the NBA, there's still something special about the wide-eyed dreams of a child.

We got to the store and began scanning the huge array of styles and colors covering the walls. Since he was only 7, I wasn't too concerned about the quality of the insole. He wasn't going to be practicing for hours on end. I also wasn't worried about durability; he would grow out of the shoes before they wore out. And I certainly didn't want to pay too much, figuring my money would be put to better use earning interest in his college fund. But I wanted him to enjoy the moment, so I thought I'd let him pick a pair he liked.