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So does this matter? Maybe we assume others hold strong brand perceptions than we do? Or maybe we are more concerned with looser brand perceptions (eg: this is the kind of brand my friends would approve of, or admire)?
I’m not sure; you seem to have thought about this more than I have. I don’t think my model requires much in the way of explicit understanding though — just an implicit set of feelings about which brands “fit” or don’t, in different situations.
Thanks Kevin, makes sense. There’s a difference between implicitly ‘sensing’ these brand images and explicitly articulating them. You only need the first for this model to work. Would be fascinating to think how we might measure this ‘cultural relevance’ factor!
I tried to articulate some of these brand identities explicitly in my piece, but I don’t think they need to be articulated for the mechanics to work.
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