From some stupid marketing site. If you re-arrange the context of a lot of this type of information and start applying it to self-mastery, you begin to see enormous potential in it. These people, at the very least, know what they are doing.

Core Idea:

As mentioned in my Brand Legacy definition, the final summation a consumer (whether B2B or B2C) extracts from your brand is a core idea. A core idea is a word or thought that encompasses all facets of your brand. Let’s try a few: Hershey’s™ = chocolate; Quaker Oats™ = oatmeal; Chevron™ = gasoline; IBM™ = computers; Macy’s™ = department store; Hollywood = movies.

We practice the use of these “core ideas” everyday to aid us with our consumption practices. If we are hungry, we mentally sort through all the brands available and select one that closely resembles an ideal core brand. Every time you make a choice, there resides a reference point or origin from which you base your purchasing criteria.

“Reference point or origin” refers to value associations which were made at imprint points (learning moments). Really just making notes to myself here for later organization and reuse.