Don’t create. Uncover!

Stop trying to create a brand. Instead, simply reveal an appropriate portion of the brand. The brand already exists. It’s already at work in the lives and hearts of people. Maybe they’ve just overlooked an aspect of it.

Unless it’s a new product, don’t go off and create anything. Just illuminate a corner of the brand that has been in the dark. Then your message will feel appropriate, like it comes from the brand’s heart.

The brand is under a rug. Pull up a corner and show the world the part they’ve been walking over.

And if you don’t believe in the concept of brands, read my attempt to convince you.


David Fowler is a writer and executive creative director in New York.
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