An Iconic Brand Turns 50

Gatorade was my earliest exposure to the iconic brand.  Unexpectedly I ended up at an enterprise that held many such classic brands.  How do you create iconic magic? Was involved with projects that aimed to use future technology to revive fading brands.  Studied some unsupported claims that brain activity could indicate spiritual (iconic?) vibes.  You have to be careful before you dispose of that kind of embedded equity.