Brands are stored in mental frames. These frames are schemes
which allow us to interpret and evaluate things.

If those frames are locked, no exchange is possible. Even if the sales figures look
pretty stable, the image tracking is showing a downward movement.
 – The reason is: the brand starts ageing. In the light of change the brand is looking older and older.
 – The transformation of context changes the meaning of the brand.
 – Key is – monitor the contexts.

We have to look outside our markets to get an insight of change.
 – Which means: monitor micro and macro contexts.

The combination is telling us
 – latent problems and needs in the market
 – the big question marks in micro and macro frames
 – the new language and emerging codes
 – new assumptions, re-evaluations and alternative visions of our concepts of life