Later this week at the Consumer Electronics Show in Las Vegas the Volkswagen AG-owned brand will join Toyota to show off the latest in automated driving technology.

FORBES: Audi Follows Google's Lead, Gets Pass For Driverless Cars

Friedman says 45 per cent of us actually join brand communities to express our passion for a brand, and most of us (61%) who take the time to actually write about a brand on social media do so to say how much we like it.

FORBES: Don't Infringe On My Social Space Friend

So how did White become so big that in 2011 he simply walked away from Red Bull, the brand that most action sports athletes are dying to join?

FORBES: Is Shaun White The Most Successful Action Sports Star Of All Time?

The brand took off, and Michael dropped out of junior college to join the business in 1983.

FORBES: Magazine Article