Our brain is a complex network of connections, within which associations that drive our behavior take shape. These associations are molded by past experiences, emotions, cultural influences, and more. They automatically trigger feelings and inclinations to act, often without our conscious awareness.
These subconscious associations serve as powerful predictors of our behavior. A brand consistently associated with reliability can subtly influence a consumer's choice, even when they're consciously considering other brands.
Each brand carries a unique 'associative fingerprint' that not only defines it at the brand level but also permeates through various touchpoints such as campaigns and packaging.