The Importance of Character in Brand Building

I talk a lot about a fluent device so that's a recurring character like the Geico Gecko or the M&M's characters. I think some of these campaigns you know have have a parable like quality to them in a parable. You're not told what to think but told us a sort of story often it involves repetition which we can use in advertising. A single-minded pursuit of distinctiveness can take you to a strange and surreal place, he says.