State of liminality

I read this brief description of liminality and liminal states. It seems to be a good way of describing the University students I encounter. As they transition from school or college, to the world of full-time employment, University life can be challenging, ambiguous, uncertain. It may not be until several years after graduation that many of them "get it", in terms of what we were trying to teach them and hoping they would deduct for themselves. Some of my students who come back from their placement year certainly have experienced the transformation identified in the post-liminal state and are more able to apply the theoretical concepts to case studies and real-life examples.

I suspect consumers go through a similar experience when they encounter new brands or product propositions. As they let go of their prior understanding of existing brands, they may take some time to understand and appreciate the benefits of the new brand. But this model suggests, once that understanding and integration has taken place, the basis for brand loyalty is created.