We make judgments about everything, every day and in every situation. Our minds are association machines and we see connections and causality whether it truly exists or it doesn’t. This is why when we present our product, offering, or company, we must take care as to what our brand is being associated WITH and what ideas and impressions are being implanted in peoples’ minds – because it is happening whether we like it or not. Given that, brands are just as much about what they are NOT as they are about what they ARE. We take all this into account when creating content and messaging – subtly yet deliberately – that conveys what we want, and not what we don’t.