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So he gets asked why he likes Westerns so much. In answering the question he goes into that in the history of the West you basically see this idea of 'you can make it... you can have it... if you're strong and tough enough.' How in the world does this relate to branding?! His product is a Western movie. Now, he could have created some typical story of a buncha cowboys looking for gold or whatever. But instead, he ties whatever story he is going to tell into an idea that has meaning. In marketing terms, he's taking the raw product (or service) and he's building an identity of substance for it that will automatically and naturally alter that product's entire course both in terms of the development of the product itself and how it can and will be positioned from a marketing POV. Product identity should naturally lead to brand identity which will naturally lead to how you position that product (again, or service) and what the messaging will be, etc. So let's say he made a generic 'Cowboys Looking for gold' movie but now it has an added layer of differentiation in that the cowboys looking for gold tells a deeper story of "when you want something bad enough and you can be strong enough you can have that thing". Now imagine marketing this movie.... everything about how you market it and position it won't be based on the story of Cowboys finding gold but on what that "activity" represents. Great stuff.