Brands create DEEP MEANING in seconds because they've created "legends" shared across cultures and between fans, brand advocates and supporters.
These "memes" are the shorthand we use to navigate life's paradox of choices:
Starbucks = good coffee and great place to get out of a "home office" or have a meeting a "home away from home".
Nike = healthy, active lifestyle.
Vogue knows a lesson all marketers must learn - the LESS "cargo" they have to carry the faster their message hits home. Cargo, in this context, is meaning. The less Vogue explains because their readers already know what they are talking about the faster their message creates the loyalty and readership needed.