We learned long ago to talk about marketing in terms of experience, not just in terms of a product and its features and benefits. Experiential marketing opened our eyes to the fuzzy boundaries of categories about the “consumption situation”…what led to the consumption, what else the consumer is doing while consuming, feelings and ideas around the consumption, you name it. (Well, you don’t name it–some other marketers named it.)
In the same way, a brand has fuzzy categories. Some marketers love to ask their client what word they think their brand conjures up in their customer’s mind. We all wish it…
