"Own the colour" or "own the category". These are the kind of objectives that brand people have been working towards for years. Red is for Coke, Ferrari and Vodafone. If you think of football shoes, what's the first brand that comes to mind?
I saw an interesting ad for Impulse on the tube yesterday. It focused on those
occasional 'sparks' with strangers, and promotes actonimpulse.com.
The campaign microsite doesn't quite deliver, except for a few interesting facts on brief encounters, but here is a thought: what if brands started 'owning' these kind of experiences? What 
if Impulse became the destination where people who missed that brief opportunity can try and follow up? Nike have already done it with Nike+
Will brands end up owning little bits of functionality that support a very specific experience?