This psychology of brand tribes explains why consumers choose the more expensive brand over the off-brand one that could very well be the same product with the same experience. Coca-Cola sold the peaceful and accepting lifestyle to young people in the 1960s. Disney understood that they were selling the American dream and a place for families that was a real-life utopia. The idea of ​​the Ikea brand is democracy in the sense that consumers can put together their own furniture. Starbucks has called itself a community hub. Most young consumers go to Starbucks to meet a friend or relative, do homework, and simply hang out and use the free, reliable Wi-Fi; coffee is just a byproduct. Companies fostered their success by paying celebrities to model their clothes until they became such a household name that they no longer needed to advertise to achieve success. Companies like Coca-Cola don't need to tell consumers about their refreshing soft drink, because most people already know it, instead, they market the experience and life-changing moment of drinking their drink.