Driving with my windows down, a strange sound suddenly filled the cabin. "What's that noise daddy?" my six-year-old called from the backseat. "Look over buddy and you'll see." He turned quickly and blurted "Ferrari!" Although my son had taken some of his earliest steps in front of a televised image of Michael Schumacher's F1 car, before that moment, he'd never seen a Ferrari F430 in the flesh. Yet one glimpse of that scarlet red perfectly-crafted Pininfarina body, one earful of that wailing eight, and he knew he was in the presence of the prancing horse. That, my friends, is what you call branding.