Authors, Writers, Publishers, and Book Readers
Here’s a small demonstration: Does the name Stephen King conjure something different for you than the name J.K. Rowling? What about Dan Brown, Elizabeth Gilbert, Jodi Picoult? Or Malcolm Gladwell, Joan Didion, Seth Godin? What association appears for a second or so when you first see each name?
People Brands Aren’t Product Brands
Whatever that instant of recognition is composed of, it’s there because that author’s brand put it there. Each association is complex and meaningful — unlike the association you’d experience for a brand of laundry detergent.