Given brands are about value added, why isn’t there a line on the brief that says:
WHY IS THIS BRAND VALUABLE TO PEOPLE?
This could be about the product. Why is it useful? Or it could be about the why in which the brand enhances the experience.
It could be something consumers know about (better cleaning). Or something they won’t admit to themselves (makes me feel richer).
We’re always talking about things being useful or valuable. Maybe making it an obligatory planning question might help us make more useful communications…