A brand is the way a person feels about a product or service. It’s created not by advertising, but by a set of experiences. Think of a brand like an art museum. How you feel about the pictures is what makes them matter. Otherwise, it’s just a room of sailcloth stretched on frames.
When you get lost in all the noise around you, stop and see the brand like a customer. What do you feel? There might be an idea in there.
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.
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