The most successful campaigns I’ve been involved in were marked by a VISION.
The Vision is The Brand.
It’s intrinsic to who your company is.
Think of it as your Authenticity, what you’re about, your passion.
It’s not about the technical aspects of what you do, your product or your service.
It’s about what you want your customer to feel, experience and take away from doing business with you.
Once you identify that, the rest of your marketing, PR and promotion flows from that.
Steve Jobs’ explanation here of Apple’s most successful campaign describes it beautifully.