My wife suggested reusing an Amazon bag for shipping something to my mom. The wifus is a smart lady. There was a lot of noise on the outside of the bag including printed bar codes, markings, and UPS truck soot. Her idea was to put a new label over the old Amazon label and let it fly. Save a tree, use a proven vessel, a good idea.
I suggested turning the bag inside out, which I did. The inside was pristine gray.
This story is a bit metaphoric (sophomoric?) for my approach to brand planning. When doing discovery, you want to look at all sides. Inverse. Obverse. I’m sure there’s another verse. The point being, and this is certainly true for creative problem solving, more perspectives are energizing. Sometimes typos can be informative. Especially so for me. Sort of like the 3M person who spilled mixatives and created the Post-It note. (Is mixative even a word?)
Brand planners know their own process. Amass information then do the boil-down. Everyone should boil from a bigger pot. Let the fun begin.