They're not sitting back watching a TV screen. So if your ad takes too long to communicate that you have something of value, people tune out. Also ineffective, Briggs adds, are ads that invite people to answer trivia or play a videogame in which the questions or characters have nothing to do with the sponsoring brand. Most companies mistakenly believe that 'brand' is some immersive editorial experience. If you can't figure out how to simplify your ad, try narrowing your audience.
Good brands are very customer-centric.
First, they'll grill the client about its goals, customers it wants to target and messages it wants to send. The next step is to come up with a matching iconography, the ads and marketing materials that convey these ideas. After that comes the fine-tuning of the messages. Then the brand can launch, with more fine-tuning afterward. Finally, the agency should monitor the brand, assessing the effectiveness of advertisements and marketing materials that embody the brand identity.