@tk Once, in the "brand" studies, they have a case about BMW motorcycle enthusiasts who don't like the people of BMW the company (much). They did not want any help or acknowledgement from the company, no gear, no help, no promotions. They just want BMW corp to stay away from them. This study was 20+ years ago, so I have no idea what's up now. Lesson: Brands exists outside the company brass, but don't tell, they want credit for it.