The Role of Brand Building in Brand Building

Orlando: I'd like people to sort of absorb holistically what I'm saying the sorts of things that I'm describing role and it's become a kind of checkbox. "I look at I look at the insurance category over here in the US we have Geico we have progressive and arguably those are direct response brand debts" He says he was talking to a very experienced creative recently who said 'people creators really would welcome what you're doing Orlando because it gives them a kind of compass a direction a pallet'