A brand isn’t an ad or a slogan. It’s the way people feel about a product or service, created by their experiences. Advertising is just one of those touchpoints, along with price, quality, availability, reviews, peer opinions, etc.
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.
Ironically, we often get wrapped up in rational pathways to creative ideas. Stop adding up the facts. Step back and feel. It’s not new-age voodoo. Feeling is the essence of a brand.