- more branding, and
- more attaching.
However, there's another perspective that goes something like this: Why bother?
It's intriguing to ponder the complexity of thought and emotions. That's why the Greeks wrote plays about it a long time ago.
But if we're thinking about business, why would we bother boring deeper into the realm of potential and what-if in hopes of finding hints of future behaviors...when we can observe, map, and deliver real behaviors in real-time?
Instead of working harder to uncover the possible relevance of brands as ideas, why not focus on the actions, reactions, and causality of behaviors? It might be a lot more productive to find brand as the output of what consumers, employees, and third parties do:
More desired behaviors = better brand, and better brand = better sales.
So skip Freud, and do more Skinner.
What do fMRI and EEG gizmos reveal, anyway?"
Helge: I'll read this later. Need to rush for a weekend visit. This is interesting and I'll be commenting on a KK-Net posting.