“Creative intuition is the source of authentic creativity that arises from inner personal experiences thereby giving rise to highly personal responses to the world – deepest feelings, oldest memories and private ponderings.”

If brand building is about creating memories, we can say that brand building is about stories, emotions and places.

The strategy not only guides creativity it also comes soaked with creativity. And the creative solution, if it’s not based in contexts, facts, necessities and some limitations, doesn’t work. That is, it evolves alongside convergent thoughts.

While short term efforts are vital for immediate responses, efforts focused on long term results are the ones that sustain the growth of a business, while building brand at the same time.

Thinking outside the box is certainly important to find ways to connect with people and build differentiation. But also try to think inside the box, just look with more attention.

Sometimes brands should forget the consumer just for a while, forget the competitors just for a while, forget the cultural movements just for a while. Looking more internally and checking how those external factors fit on the brand's journey without losing much of its identity.

Listen more, speak less and better. And when you do, seek with all your strengths that it has meaning, sticks in the head of consumers and doesn’t leave for a while.