There is a category, within the category are a bunch of brands, and one of them is The Brand.

You know some examples of The Brand. The Brand is overpriced to some and correctly priced to many. The Brand has a waitlist. The Brand has a concierge. Buy something from The Brand and it appreciates in value over time. The Brand has a lore that The Brand leans into. Everybody wants to be The Brand, but it took The Brand a very long time to become The Brand, and really there can be only one The Brand at any given time. The Brand has one big imitator that has built a whole sub-industry around being sort of like The Brand. You could, of course, get something that is not The Brand, and it would be fine. But there’s a kind of person, someone insane for whom money is truly no object, and they go for The Brand.