The same is true of brands. And companies!
In our society a celebrity is a person who is famous for
being well known.
|•||what they think, and|
|•||what they think other people think.|
Let me illustrate this with an experiment (see Figure 4.1). Look at card 1. Imagine that the top line on this is a brand. Call it brand A. Brands have images and this one is no exception. I am going to ask you to compare this brand with others. The 'image characteristic' I want you to judge it on is its length.
Its competitors are the three lines below it on the card. Which one (of brand B, brand C or brand D) is most similar to the one at the top, brand A? Before reading any further, look at the card. Which one is closest in length to brand A? Brand B is the correct answer of course. It's so obvious that nobody is likely to give any other answer, right? Wrong!
What happens if we get several people together in the same room? Unbeknown to our subject, all of them except the subject are stooges who are going to say what we have told them to say—that brand C is the same length as brand A. Imagine yourself as the subject. Everyone who answers