Crisp. Kooples.

Branding is everything.
If you are selling stardust, world peace, or a manuscript about vampires, then, of course, by all means fire your creative team and spend that budget on a holiday, after building a hot tub in your house and hiring a yoga instructor for a 6am daily wake up call... what i would do! But since most of us are pushing services, amenities or products that have already been realised in one form or another, i would suggest keeping a team on retainer; originality is trite, non?.
So you brand. It's a simple formula, yet it blows my mind when executed correctly.

First, of course you take a concept that will tug on heart strings, maybe inflate egos, recreate a safe space or perhaps mask insecurities.. and promise a road map to realising that dream. The road map is of course your product. And you weave it around and around, ever so intricately, that at some point your brand eventually becomes synonymous with the dream and the map. It's brilliant.
Kooples, a new french brand, has an amazing new ad campaign and branding where uber trendy, "frenchie" and good-looking couples look back on their relationship. I mean, i even forget it's about clothes. Really, i could care less about the clothes right now. And i am all about clothes. All i now associate Kooples with is getting a hot trendy French boyfriend in amazing clothes that will hold my hand and let me read the Sunday newspaper.

That, ladies and gentlemen, is "crisp". (watch How to Make it in America for reference)
Or this space because i will be blogging about that super awesome TV SHOW.