Branding is only one word but it is associated with profound understanding. Building the brand is not an easy job. It requires a lot of devotions and deep insights. While reading “The Brand Underground” on New York Times website, I came across the notion of associating “aNYthing” the brand with the lifestyle in the contemporary culture; nowadays, young generation is rebelling with all possible ways such as rebelling by songs, movies, arts and/or physical or online political movements etc. (or rebelling by aNYthing), it is the trend that characterized the current American society. Associating the brand with the appropriate lifestyle is really what makes the product successful. What really caught my attention was the capital “NY” in the brand name which I believe it represents New York society.