The Taste Map

How consumers’ taste shapes brand strategy

Ana Andjelic
Jan 19 · 6 min read

Taste shapes how we see the world. It encodes symbols and meaning into products, places and people. Taste connects the symbolic and the commercial, and links aesthetics to consumer behavior. It reveals consumers values, identity and their desired status. If a person likes Stella McCartney, they signal their commitment to sustainability, trendiness, quality and also…