Choice Choke is an overwhelming feeling but that’s not because we can’t make up our minds. Rather, we can’t separate the meaning things have amongst the multitude of the ubiquitous. At least that’s the case according to a new study by the Stanford Graduate School of Business. Co-author of the study Jonah Berger says that brands need to manage meaning. By protecting who is participating in a brand experience, brands can retain the cache of their product and reduce the co-opting of cool. By crafting how people can find it, or creating sub-brands and limited editions that still allow access to the mainstream but also maintain signals for the taste leaders, brands can be many things to many people without over saturation. The Stanford report defines the things taste leaders are fickle about as "identity relevant products”. The preferences expressed in their study varied widely as other, more mainstream groups, adopted what the taste leaders found initially meaningful. Culture Waves as whole has been revealing the importance of relevancy, it seems now that Choice Choke has caught up with meaning rather than relying on elimination to make it relevant.