When the user is able to experience an event that is emotional (hopefully fun) and engaging, she or he is most likely to have a positive impression of that brand.

FORBES: Experience Based Marketing FTW

At first glance, the performers might seem as if they are about to deliver a heavy-handed brand of agitprop - an impression reinforced by their martial stance and costumes (helmets, rattan shields and more).

CNN: THE SOUNDS OF CONFLICT

Since the brand backtracked on its decision, Impression and Buzz have both started to recover again, reaching 15 for Impression and 7 for Buzz.

FORBES: Maker's Mark Attention Score Way Up, but Brand Perception Down

On a recent visit to their Chicago headquarters, I was awestruck at how every touchpoint, so simply and precisely, elevates the impression of the Morningstar brand.

FORBES: Good Design Is Good Business. Just Ask Morningstar.

But rather than the avalanche of statistics rolled out by the head of the consumer business Richard Yu, it was the presentation by the global brand director Amy Lou which really made an impression.

BBC: Huawei, Blackberry - and the battle for third place

Craft beer lovers may find brews like Budweiser a bit thin already, but the last thing the brand needs is for long-time Bud drinkers to get the impression that someone is adding water to their beer.

FORBES: Is That Water in My Budweiser?

The gratitude, the simplicity, and the lasting impression of the pleasure that was brought to this family by the REDD brand is all worth it.

FORBES: The Gift of Love...Through the Pleasure of Receiving REDD!