Human beings are powered by emotion, not by reason. "The essential differences between emotion and reason is that emotion leads to action, while reason leads to conclusions" - Donald Calne.

Primary emotions. These are emotions that can be felt alone. They are very intense and cannot be controled:
* Joy
* Sorrow
* Anger
* Fear
* Surprise
* Disgust

Secondary emotions combine head with heart. These require another person around before they can be worked up:
* Love
* Guilt
* Shame
* Pride
* Envy
* Jealousy

.. and the greatest of these is love ...1 Cor 13:13

Six truths about love:
* Human being need love. Without it they die
* Love means more than just liking a lot
* Love is about responding, about delicate, intuitive sensing.
* Who and what we love
* Love takes time
* Love cannot be commanded or demanded

Conventional wisdom says that brands are taking over people's lives. And that this is a bad thing. But maybe it works the other way. Maybe life is about taking over brands.

Thus endith chapters 3 & 4