of it, in fact). And the upshot? Dove Men+Care still established itself in the contested male grooming market, but Old Spice transformed its brand equity and returned to volume growth in its home markets, then set about a programme of global expansion. By the time it reached India two years later, pre-nuptial had been all but forgotten. The empire had fought back and pretests were the order of the day again. But when it tested with young Indian men it was a top scoring ad. Rishi believes that they had seen the US versions on the internet and were predisposed to like them. As the late Tim Broadbent, to whom we at Ogilvy & Mather owe so much of our own thinking on this subject, wrote: Mostly what happens is that we want something, and then we come up with a rationale to justify why we want it. The justification is not the same as the 1 motivation, although conventional market research can confuse the two. So we learn about brands without being consciously aware that we are learning, which is why a narrow reliance on specifics such as the consumer recall of a selling point or a key visual contained in a pretest misses the point. It is based on psychological models which long precede the digital age.