Centuries of emotional conditioning and pent up demand will stimulate the demand for the gold fund as investors hope to participate in the road to riches by owning gold.

FORBES: The Alchemy Of Gold

The key is for athletes to learn their "optimal state for performance, " or the emotional and mental state that enables the best of their abilities to shine in performance, said mental conditioning coach and former triathlete Chris Janzen, whose practice focuses on unlocking "the clarity, mental strength and emotional endurance" to help athletes maximize their potential.

CNN: The highs and lows of the 2012 Olympic 'crying games'

Branding the art of conditioning an audience to associate a given product, person or idea with a desired cognitive or emotional response can be an important part of developing messages.

CENTERFORSECURITYPOLICY: Branding �C not ourselves, but the enemy