There are rewards for devotees of certain brands, devotion that users demonstrate by "fancying" (akin to "liking") the brand's products.
Rodgers appointed many acolytes with a very distinctive brand of devotion to him.
Charney has been loudly touting his brand's devotion to ethical, American manufacturing since the collapse of the Rana Plaza factory building in an industrial suburb of Dhaka, Bangladesh, took the lives of more than 1,000 people.
However, when we strip away the marketing spin surrounding modern brands, our devotion to the things is nothing short of irrational.
They stand to reinforce the popularity of the brand, devices and devotion of fans, but those same fans are often derided by the media and the public for being obsessive.
But for most of Sky Sport's 6 million subscribers, and many of those who stand with their friends in front of a pub's big screen in the way their fathers once stood on the terraces, the brand now inspires devotion rather than distrust.
It should be interesting to see if the brand can inspire similar devotion with a high-flying lightweight.
The project suggests the degree of devotion to brand and corporate history at Coca-Cola, which was one of the first companies to hire its own corporate archivist and last year donated five decades of television commercials to the Library of Congress.
So where did Microsoft, a brand which inspired fierce devotion, and in its heyday, had people queuing up to buy the next best version of Windows, go wrong?
But you still didn't see many of them on the roads, which may have explained my family's curious devotion to the brand.
