Think Absolut Vodka. You can't track a branding campaign like you can a direct sales campaign, but you don't have to. You don't need to prove that an ad performed its function when its function was to just sit there and look cool. THE DOOR Modern marketers don't even condescend to sit at the same tables as accountants anymore. The battle is over and creative excess won.
Sales are out.
Customers are in. You're just some putz who bought something. Frankly, Mikey would rather have their shirt back. You don't even have to think about it, you just do it. Now you're not an aberration, you're a customer, and that's a whole different level of commitment.