The task advertising has to perform is very similar.
Good advertising uses a few key signals to conjure up the core proposition of a brand.
External elements reflect inner values so that pictures, feelings and usage expectations form in the heart and mind of the user. The creative working procedure behind this sort of advertising is named Brand Character by Grey in 1983. Its aim is to provide a brand or a company with a unique character, a personality in the same way as one thinks of a good friend. Creativity at its best.