For many product categories, a brand’s products leave a deep, indelible imprint on the mind. I call it ‘physique’, drawing upon similar usage in the literature . It is a powerful stamp, often a defining one for some brands, more so than its logo or name. Its power comes from our automatic, helpless response to it, which precedes any formal or rational thinking. The idea is introduced more fully in my previous post . Since physique is defining for some brands, it can be…