In the simplest analysis, brand marketing is about gaining traction. This is where the rubber meets the road, the point of connection between a product's point of difference and the target market's need fulfillment.
So what gives a brand traction?
Regardless of the product or service, regardless of your target market,
regardless of the media you use, your message has to be grounded in your
prospect's reality - their pains, what keeps them awake at night, what
fulfills their desire. It has to resonate both intellectually and
emotionally. Especially emotionally. And it has to stand out.