The point with brands is thats its not just about the core product, but about everything thats built around it. so masculine doesn't have to relate to their music, but one could find coldplay masculine because of their appereance or something.
in the same way one of apple's brandpersonalities is YOUNG but that has nothing to do with their products or coca cola is COOL but coolness (not in temperature) has nothing to do with the brown drink!
