Companies spend untold amounts of money to develop brand identities and designs that connect with the hearts and minds of consumers, so as to ensure that they understand who, not just what, they’re all about. A brand's identity what links your business to consumers, therefore if a company can form an emotional bond with consumers; it will lead to a longer term relationship (and accompanying profitability) between the brand and the consumer. What better way is there to get your brand/product across to other people, than getting enthusiastic loyal brand ambassadors who will market your product on your behalf (probably better than you as the owner of the brand). This trend is seen in the ever increasing trend towards sponsorship, endorsements and even online social media platforms for brand identity reviews. One only has to look at the popularity of the likes of Justin Bieber and his introduction of a range of Justin Bieber nail polish with nail polish brand OPI. With shades like One Less Lonely Glitter (lavender), Prized Possession Purple (grape), Give Me the First Dance (silver) and Me + Blue (dark blue), the first six colours in the line for Nicole by OPI will be sold exclusively through Wal-Mart retail stores in December 2010.