It’s not about brand identity, it’s about your brand identifying with the consumers of your brand, not the consumers of your product. Define your market and potential clients by who they want to be. Challenge your faithful to be great, and watch them rise to the occasion. Identity past our vocation is a high emotion. Identity is something we all come to grips with in some way or another. Tell a human story, and your brand’s sponsorship of it.
Enjoy this excellent ad from the Guinness team.