His image is frozen in time. When you think of Dean, it's a very consistent look, a consistent brand that everyone thinks of. He's forever cool.

They bring instant recognition to a campaign. Whether it's a print or a television one, when you show a picture of Marilyn Monroe, she's instantly recognizable.

As we go over time, personalities like Humphrey Bogart, Marilyn Monroe, James Dean, these personalities have become brands.

James Dean is a brand. His name has become a brand, and his image is a brand.