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But there are a lot of product attributes that don’t have those sorts of measures. Product attributes that are more emotive and less tangible. But they’re really important. There’s a lot of stuff that’s really important that you can’t distill down to a number. And I think one of the things with design is that when you look at an object you make many many decisions about it, not consciously, and I think one of the jobs of a designer is that you’re very sensitive to trying to understand what goes on between seeing something and filling out your perception of it. You know we all can look at the same object, but we will all perceive it in a very unique way. It means something different to each of us. Part of the job of a designer is to try to understand what happens between physically seeing something and interpreting it.I think about this a lot. One of the things that inspired Brand Tags originally was a similar quote from my friend Martin Bihl's 2002 AdWeek article: "The way I look at it, a brand only exists in the consumer's mind. That other product isn't a brand yet because consumers don't really know about it. It's still a product."