I observed that most people choose a brand because it tastes good.
A product must be recognizable from a distance of 10 ft.
The recognizability must occur within 6 seconds.
If the product isn’t recognisable from 10 ft away or in 6 seconds, it’s classified as invisible.
I replied to @dineshpaii saying, “The store has aura,” pointing out that the store’s atmospheric presence feels distinctive.