Branding is like walking into a crowded bar

You walk into a bar and a loud cacophony of voices hits you straight on. In the middle of that din, you hear the one thing that you want:

Hi sir, what would you like?

It’s the same thing for branding. You walk into a store (on or offline) and a cacophony assaults you: logos, claims, features, pictures, pricing… Then you hear the one thing you want: “I will insure your car and I’m trustworthy” or “I will leave your teath white and your breath fresher” or “My gym will make you sexier”.

Relevance is the only game in town.