Each brand is unique and does not have to look like any other. Each must speak with its own voice.
Complex messages are disorienting. They bore. No need for detours. A brand must use clear words and simple images.
The elements of a brand must form an harmonious universe. It must be the same wherever it is projected. A messy mark is a disaster.
Brands have to speak to the soul of the people, not stay in the epidermis. Just ask: What are they afraid of? What do they want? How will they be remembered?