"Metaphorically, the development of a brand in the customer’s mind is similar to piecing together a jigsaw puzzle. A single brand contact, whether an ad, an anecdote, or personal experience from service encounters, represents one piece of the puzzle. Over time a customer collects more brand contacts, i.e. pieces of the jigsaw puzzle, and gradually, the puzzle takes form. Once there are enough pieces, the customer may start to comprehend the picture of which the jigsaw puzzle is about"
— T. Moilanen and S. Rainisto in How to Brand Nations, Cities and Destinations — A planning book for place branding
