Using the outline of the shield on the previous page, draw two coats of arms, each representing a different brand of the same type of product.
When you're done, without showing them yours, have two friends or coworkers perform the same exercise for the same products.
Then sit down with the two of them and discuss the results. Try to interpret their drawings before they explain them to you. Ask for confirmation. Listen for the energy and context in their replies.
This is a way of getting your intuitive/emotional right brain to comprehend the brand's personality. When you understand the product with both the intuitive and the logical sides of your brain, you have a better chance of making discoveries about it-such as what draws people to one brand rather than another.