L.A.-based creative agency David&Goliath took a simple approach in assessing what brands have the strongest “badge value”-imagery that consumers associate with the brand and want to be connected with. They conducted a small in-bar ethnographic study in California and asked which brand patrons would prefer to have featured on a t-shirt. The results? The top pick in spirits was Jack Daniel’s (people referenced the brand’s rebellious Rock ‘n Roll associations) while the top beer brand was Corona (consumers connected with the brand’s “vacation” mindset). Beyond product traits, is there a deeper mindset or association that your brand could use to connect with people?