About 6 years ago, Simon Sinek, the author of "It Starts With Why," came to speak at a Ted Talk about the main problem that businesses face around the world. All the best companies, and the most powerful movements in our history, have communicated to consumers, or followers, in the same exact way. If you have 18 minutes to spare, and your'e in the industry of marketing, advertising, or business in general. It is worth every second. https://youtu.be/wKn5K5V7tRo
This video has not only inspired me when searching for truths and insights about consumers, but it allows a point of reference on a company basis. You need the concept from this video before you do any sort of branding for any client anywhere. If you need to portray a brand to consumers in any light, you need to look at why the client does what they do and why they are truly in business.