Brands have become as important and beloved as a member of your family. In fact, your brain can barely tell the difference, and neuroscience proves it. See how and why brands have rewired your thought patterns and control you into making irrational financial decisions, like buying overpriced jeans simply because of the stitching on the back pocket. Marketing professor Americus Reed II and neuroscience professor Michael Platt break down how brands shape a person’s identity, self-esteem and relationships, and the unconscious impact of brands on our bank accounts. But is it possible to escape the branding trap?