To be is to be perceived. No brand can exist in a perceptual vacuum.
The first resposibility of any act of communication is to command the attention of its intended audience.
If the mind is a citadel, creativity does not besiege it: it succeeds in capturing the citadel by enticing the citizens to come out and play.
This is why the tools of creativity are humour, beauty, drama, surprise. Playthings of the mind that become Trojan horses for the advertiser’s proposition.
Machete moments in history: Alexander cutting the Gordian knot; Occam wielding his philosophical razor.