Linkage and your brand

We've been talking recently about a branding blog from Tim Calkins of the Kellogg School that I'm expanding upon. In fact, if you're not presently a disciple of Tim's, give it a whirl here. 

Intuitively, we know that our messaging, in whatever from that we choose, has to create a link between the brand and the message.

Naturally, the goal is for people to remember the creative idea or the message and then connect it to the brand.

After all, we are in the impression business.

Think Eggland. Why would you knowingly go into a grocery store and buy an Eggland egg (probably 3X the price of the in-store generic) versus an in-store generic?

Do you know the answer?