There are receptors to these molecules in your immune system, in your gut and in your heart. So when you say, 'I have a gut feeling' or 'my heart is sad' or 'I am bursting with joy,' you're not speaking metaphorically. You're speaking literally.
As long as you think of your real self as the person you are, then of course you're going to be fearful of death. But what is a person? A person is a pattern of behavior, of a larger awareness. You know, the two-year-old dies before the three-year-old shows up, the three-year-old dies before the teenager shows up.
You have to think of your brand as a kind of myth. A myth is a compelling story that is archetypal, if you know the teachings of Carl Jung. It has to have emotional content and all the themes of a great story: mystery, magic, adventure, intrigue, conflicts, contradiction, paradox.
There is no separation between mind and body... Self and other co-arise and fall away all the time.