We live in uncertain times (said the Romans), although most people, historically have not lived their lives as if thinking “I have only one life to live” (said Tom Wolfe), today each of us is experimenting with different definitions of self and [are searching] for psychological truths in negotiating the interpersonal demand of life (said Anthony Elliot) in a society where everybody feels guilty and we want to do good…A brand can help us feel good if you buy this yoghurt.(said Marc Gobé)