PSFK takes a trip to the Poconos to find out the essence of what makes Italian car brands compelling.

Finding the essence of what creates passion around a brand isn't an easy formula to crack. Not that a ‘formula' even exists. Apple is an often cited example of a company that understands the power of  creating a strong personal connection with consumers. The result of this focus as well as a byproduct is the frenzy surrounding product launches that is unique to Apple. The the lines for the iPhone 4 debut showed once again that people want to personally participate and have bragging rights. So there are learnings and wisdom to be gained from the usual suspects like Apple, Google, and Nike, but getting insight into what drives brand passion can also be found at some unlikely places. One of our choices represents a concentration of devotion you won't likely find at too many other places, a gathering dedicated to Italian sports cars.

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