
Brands are the sum of all contacts: direct, mediated, and social.
They are models, or patterns, in the minds of individual consumers
We use them as noise-reducing, time-saving, mental shortcuts.
Therefore they have always been "owned" and "co-created".
They are enablers of emotional "blink" responses to a complicated world.
Approximations, best-guesses, gut feel, instinct.
Inspirations and intimations, promises and contracts.
See a Pattern on Wall Street? - TierneyLab Blog - NYTimes.com.
"The researchers found that when people were primed to feel out of control, they were more likely to see patterns where none exist."