We learned from psychoanalysis and semiology that the brands "mark" our world. They create universal symbols and make us get into them through their products.

But in some situations, although the images get into the mind of the consumer, they can't reach its behavior.

Thus, today we must analyze and understand consumers trying to establish whether there are differences between the psychological elements such as images, and the intentions they generate (what is said) and actual behavior (what is done).

We say that a brand is strong when, in addition to a good awareness and empathy, it can generate a performance goal: its purchase, not being replaced by another. In fact, it should be investigated:

• What makes it strong at the time of purchase.
• In what segments the brand is more needed and in what other segments the same buyer waives it.
• What are the brands or actions from the competitor that destabilize it.
• What are the criteria that determine the purchase when the buyer is not looking for a specific brand.
• What targets manifest different behavior (looking or not looking for a specific brand).

Chetochine developed, the listen to the unconscious, the analysis of ideologies and the detection of new behaviors of purchase and consumption.