Doing business with a Texas rancher

Today I learned another nuance of doing business with a Texas rancher. Tracen, co-founder of Reclaimed Space, and I were discussing long term strategy and he mentioned wanting to work on the company's brand. Of course I thought he meant brand as in branding as in Pepsi Cola and Seth Godin. And he mean brand as in branding as in spurs and chaps and Wally McRae. Okay, he may not have been thinking at all about chaps. It wasn't until I was halfway home that I realized why he looked at me so strangely when I tried to tie it all in to social media.