As a consumer, you want to associate with brands whose powerful presence creates a halo effect that rubs off on you.
There's, like, a little move back in the 'Halo' days, whenever you were getting chased, if you went around a corner and the guy followed you, and you jumped over his head and, like, backsmacked him. It was called like 'the ninja.'
Getting in and out of the car with the halo takes a bit of experience. I struggled initially, but after a few trial runs I was fine.
Elvis wore a halo. Otis Redding did, too. You knew you were playing with a star when you played with them.