“When did you hit your goal?” In Las Vegas for a conference last week, I heard that question more times than I could count. They were talking about their NikeFuel goals, of course. It seems like people everywhere have traded in their Livestrong yellow wristbands for Nike’s latest innovation, the Nike+ FuelBand. Much has already been written about the technology and gamification of an active lifestyle that Nike delivers with this hybrid of a watch, accelerometer, online social network, and digital physical activity drill sergeant. What I find even more fascinating is how there, on your wrist, each and every waking (and sleeping) moment lives the Nike brand. It becomes even more a part of you then when you slip on your swoosh-emblazoned sneakers for your daily jog. The brand is permanently there, jolting you into action, applauding your accomplishments — and branding you.