Tianfeng Sun — Sky, Breeze, and Sun — Freedom.

The different mindset of consumers’ and marketers’ to a brand is analogous to the tips and bottom of an iceberg. While consumers only care about the gorgeous one-eighths on the surface, market researchers always dive deep to figure out the mysterious seven-eighths under water. Over the past decades, more statistical and quantitative oriented methods have been used in the exploration. However, the tide has turned to a more holistic approach.