Chapter 2. Finding the Brand

AS LONG AS my stapler staples, I really don’t care that much about it. I don’t care what brand it is, and I don’t care about its logo, its color, or its packaging. I simply want my stapler to staple. And except for Milton from Office Space, I don’t really know anyone who feels differently. For most of us, the stapler on our desk just isn’t a part of our identity.

Bacon, on the other hand, is capable of being totally different.

It’s possible for bacon to just be food on a plate (think buffet bacon), we grant you that. However, it can be so much more.

Good bacon can be an experience. From the anticipatory moment you buy it at the store until the satisfied moment you’ve cleaned your frying pan, each interaction with ...

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