Implicit – Concepts and Brands
A “Concept” is a group of Traits that all represent the same thing. Add at least one Concept and then add Traits to the Concept. In Figure 1, McDonalds is a Concept. This grouping of traits into concepts is to help you manage your traits, but does not restrict how you use them.
You can represent a “Brand” by creating a Concept and some Traits inside it – this can be either an image (e.g. logos or products of the Brands) or a word. Multiple Traits representing a brand can be grouped together into a brand Concept as shown in Figure 1. You can also create abstract concepts such as “Good” and “Bad”, or competing concepts such as other Brands.