The evidence shows that for creativity to really pay, there needs to be commitment. And patience. Getting back to brand is about focusing on building brand equity and growing brand affinity with customers. It’s not about short-lived stunts: it’s about real, hard graft. It’s about understanding what brand assets and emotional connections are integral to long-term relationship building and memory making, so that you stay front-of-mind. It’s about celebrating long-term wins and having the confidence to convince the business that brand health matters.