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 created long-running advertising campaigns for Motel 6 ("We'll leave the light on for you"), BP ("Beyond Petroleum"), Fanta ("Wanta Fanta"), Claritin ("Claritin Clear") and many others. His forty-year creative career included twenty years at Ogilvy & Mather in New York, as well as stints at Goodby, Silverstein in San Francisco, Ammirati & Puris in New York and The Richards Group in Dallas.