And fall? In fall you hear seasonal words like "crisp" and "nippy" and "invigorating." Summer is not invigorating.
In fall everything is in motion. Clothes flap in the breeze, and trees sway. Brown leaves dance down the street alongside colorful bits of garbage.
Fall’s rival is spring—the other season of change. If spring is a celebration of renewal, fall is a tribute to depth. Fall forces you to look deep into your closets, deep into the changing woods, and deep into your soul and past.
In summer Americans play baseball where one ninth of them wait in right field for something to happen. Or they play golf, the game of calm self-indulgence in which golfers study the putting surface while the world drums its fingers.
No doubt about it: Fall is exhilarating. Fall is for football—a time for marching down-field to the din of smashing bodies. In fall you are ready to expose yourself to risks and rewards.
So I ask you: Is fall a brand? It has a distinctive personality. It has a brand purpose—to dislodge and set in motion every object, thought and being. It has a noisy brand voice carried here and there on gusts of the wind.