Excerpt from Jay-Z’s New Book ‘Decoded’: Cristal’s Diss of Hip-Hop – TIME

The same goes for other brands: Timberland and Courvoisier, Versace and Maybach. We gave those brands a narrative, which is one of the reasons anyone buys anything: not just to own a product, but to become part of a story. […] It wasn’t just a premium champagne anymore — it was a prop in an exciting story, a portal into a whole world. Just by drinking it, we infused their product with our story, an ingredient that they could never bottle on their own.

Excerpt from Jay-Z’s New Book ‘Decoded’: Cristal’s Diss of Hip-Hop – TIME