A brand is a powerful thing. It succinctly conveys a large range of attributes, often charged with an array of values and emotions. By and large, brands stay within the narrow confines set forth by the company’s primary line of business. Tide, BF Goodrich and Starbucks are all examples of rule-abiding brands. They are well recognized, yet their association is specific to soap, tires and coffee -respectively. Sometimes, brands transcend. These special brands are generally synonymous with an attitude or a lifestyle. Think Harley Davidson clothing or the Ducks Unlimited edition Chevy Silverado. Their initial association with motorcycles and wetland conservation have broadened to appeal to the wannabe outlaw biker and nature-loving outdoorsman respectively. Another iconic brand, Nordstrom’s, is delving beyond their comfort zone to see whether their brand appeal extends outside the proverbial big box. They are venturing into the realm of designer donuts. So, slick your hair with some Baxter of California clay pomade, don your Dior sunglasses and strut down to the donut stand in your Calvin Kleins. Strike a pose, take a bite and vogue!