I could be accused of Romanticism in one respect: I place enormous emphasis on psychic economy. In a society, morale is a matter of life and death.

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The way a person how a person lives, inhabits and conceptualizes life makes that person want to live, grow, flourish and expand, or it makes a person indifferent to what happens.

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Life is lived most skillfully when we value it, and we value life most when we live it skillfully. If we wish to survive, we must work to flourish. If we do not flourish, we will not care if we outlive ourselves, and we will place our hopes in death. If we do not flourish we will feel no more than affection for our children and grandchildren, loving them only with our “hearts”, but not with our minds and bodies.

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Generation X, the “apathetic generation”, understands the vital importance of the psychic economy. We were commanded to care, but never shown why to care nor how to care, so we simply abstained from all gestures of caring. Only as adults, partly through becoming parents, did we begin to understand the problem of caring: of value.

This is why we are reinventing brand, modeling it on the only institutions we were able to value in our youth: in bands.