What does the coffee shop you prefer say about the brand family that you are part of? Brand family discussions are fascinating at discovering the connections consumers make between brands.

Do you prefer Dunn Bros? Maybe this means you also visit pitchfork.com more frequently than say a Starbucks customer does. Which customer is more likely to have ridden a bike in the past 30 days? What type of mobile phone and service plan does one choose over the other more often?

As a marketer, you can often learn a great deal about your customer by understanding the make-up of their brand family.