Now you've got me thinking! Brands that have admiration without consumption. Is that a weakness or a strength, are they failing to generate trial or simply appealing beyond their consumer base through mass marketing and word of mouth?
I raise the question because it feels so much more human and interesting than the sterile CDF that we use to death in BAT. It feels so technical and removed from the actual human experience of considering a brand, trying it and potentially picking it up as  a part of their routine. One of our big customers names its typical target consumers, describes who they are and what they do, and has posters of them in the office. They discuss what 'Deb and Des' (one example) would do in a given situation, much more powerful than conversion statistics etc.