If somebody would ask me to name three things off the top of my head when I hear the term “Tory Burch”, I would probably say ‘shoes’, the ‘golden emblem’ and ‘good looking woman’. That’s actually interesting and another good example of how the human brain associates certain images with certain terms. When I hear somebody mentioning the name, I can’t help but thinking of the “Tory Burch Reva”, a picture of the designer smiling to the camera and the emblem that probably 50% of my female colleagues here at work proudly display on their handbags or shoes.  

Now all of that would not be worthwhile talking about, but the truth of the matter is that I’m a 40 year old male who has as much interested in fashion as Keith Richard has in a glass of warm milk. But the bottom line is because my daughters are both into fashion and clothing it impossible for me not to know about Tory Burch and her merchandise. And the three images I just mentioned trigger very specific other images in my mind, specifically “Cozy but Chic” and “Casual Attire”. When you think about it, it’s exactly what Burch’s products are known for. So there’s the proof – successful image branding works, even on people who would normally have absolutely no interest in the subject matter.