Brands can show social values and changes, but many people have become tired of them. Many brands want to be cultural icons, but fail. Cultural icons are often timeless, imprinted in our consciousness. They can go through several stages, from "rumblings, undercurrents" via "catharsis, explosion" and "mass acceptance, ripple effect" to "glorification, representative value". While brands are rational and driven by features, cultural icons are emotional, free, driven by feeling, and creating emotional bonds. An example of "branding" might include the wearing of a consistent fashion look by such music stars as Michael Jackson or Elvis Presley, making them instantly recognizable. Royal or church clothing could also be understood as a form of emotional iconography.