Sublime

Jennifer Aaker’s work shows that setting obtainable goals is key to happiness.31

brand’s Distinctive Assets,

psychologists discovered that there are two routes to achievement: conformity and originality.4

Debra Jo Prectet

A brand’s MPen should increase when the brand has reached more category buyer ‘brains’ through:

Which is what allows you to build more assets in your portfolio of intellectual capital (which is the most valuable asset of all).

Borrowed from psychology, personality traits include attributes often draw from Jennifer Aaker’s brand personality framework (Aaker 1997).

Professor Sheena Iyengar from the Columbia Business School is a psycho-economist who specializes in decision making. Her famous “jam study” was done using specialty jams in a grocery store.