references/figures/kevin-lane-keller.md

# Kevin Lane Keller

## Contribution

A decision card for the Brand Equity & Memory Structure school. Use the principles, not the personality.

## Principles

- brand knowledge structures matter.
- brand salience and meaning need deliberate design.
- equity should influence future response.

## Apply when

- The current decision matches this figure's documented area of contribution.
- The principle can be tied to evidence, a mechanism, or a testable assumption.

## Do not infer

- The figure's name does not settle a disagreement.
- Historical work is not evidence that a current market fact is true.
- Do not mimic personal voice, mannerisms, or biography.

## Connected theories

- `customer-based-brand-equity`

## Counterweights

- Compare with `byron-sharp` when the principle would otherwise become a universal rule.

## Sources

- `source:keller-sbm`