Some brand owners evangelise about the importance of finding a consumer insight (or 'human truth’) that’s related to what the brand does and is used to inspire all of the brand’s communications (and even its product development).

In reality, very few brands are able to adopt this approach. In fact, many brands thrive without it. People often cite Coke as an example. Having a deep consumer insight as your brand’s guiding light is a nice to have IMO. It isn't an essential component of success.

Having a powerful consumer insight, and using it as the basis for your brand's positioning, does, however, deliver a clear advantage. It helps to ensure that the ideas and feelings conjured by new marketing activities are easily connected in people’s minds with what they already know, think, and feel about the brand.

A powerful creative framework is a rarity. If you find one, you should cherish it. The trick is to look for an insight that is within the small intersection between your brand’s strengths and your potential customers’ concerns.

For further information about how communications work, check out 'The Smart Advertising Book'.