It's all about linking those outside inputs to one's brain. A simple question: what comes to your mind when you hear the name of your favourite fruit? There are

It's all about linking those outside inputs to one's brain. A simple question: what comes to your mind when you hear the name of your favourite fruit? There are some nice books with different theories, but, to get it, I found this is a good starting question to explore and understand what brand is after working and learning in branding and marketing for a while.