Well in today’s world it is becoming increasingly difficult to get exposure. While there are more channels in which to get in front of people, there’s also increased competition. As such it is taking longer and longer for prospective customers to become familiar with your brand, what you do, what you stand for etc
Weaving these core values into everything your brand does and says is difficult without a sound understanding of where perception sits today. Implicit brand association is a great way in helping to discover the core values that your brand is portraying today, and where you might need to tweak elements. This can then give you the confidence that as you market your brand, and as people become increasingly familiar with you, that you are giving off the right impression and embodying the right values.