![An uneven flow [thought 16]](https://static.wixstatic.com/media/801219_f04d873020d1454a94b1a121b7e3da85~mv2_d_6720_4480_s_4_2.jpg/v1/fill/w_2728,h_1820,fp_0.50_0.50,q_90,enc_auto/801219_f04d873020d1454a94b1a121b7e3da85~mv2_d_6720_4480_s_4_2.jpg)
An uneven flow [thought 16]
In a perfect world, your brand and your consumers would be in a perfect loop of flowing communication. The reality is a bit different.
![Forget the sauce [thought 5]](https://static.wixstatic.com/media/801219_b5f14f43546545be8a39caf53f1714cb~mv2.png/v1/fill/w_1505,h_960,fp_0.50_0.50,q_95,enc_auto/801219_b5f14f43546545be8a39caf53f1714cb~mv2.png)
Forget the sauce [thought 5]
Focus on what you have. With food and brands alike too much and artificial flavouring conceals the true taste. Pure and fewer ingredients br
![You're so much more than your brand key [thought 4]](https://static.wixstatic.com/media/801219_18247f72ca6b4a8b9265dd67dd14bbba~mv2_d_4000_5403_s_4_2.jpeg/v1/fill/w_2728,h_3684,fp_0.50_0.50,q_90,enc_auto/801219_18247f72ca6b4a8b9265dd67dd14bbba~mv2_d_4000_5403_s_4_2.jpeg)
You're so much more than your brand key [thought 4]
Brand keys, organisational onions, triangles and pyramids are an easy target for criticism. Is that fair?
![Campaigns are useless [thought h]](https://static.wixstatic.com/media/801219_f3f4a906f36f4e28a5830c4f8b4ce18b~mv2_d_5517_3678_s_4_2.jpg/v1/fill/w_152,h_100,fp_0.50_0.50,q_90,enc_auto/801219_f3f4a906f36f4e28a5830c4f8b4ce18b~mv2_d_5517_3678_s_4_2.jpg)
![Out-trust (don't outsmart) [thought g]](https://static.wixstatic.com/media/801219_c69234b7d2b24892b18330a4a2459a0e~mv2_d_4608_3072_s_4_2.jpg/v1/fill/w_152,h_100,fp_0.50_0.50,q_90,enc_auto/801219_c69234b7d2b24892b18330a4a2459a0e~mv2_d_4608_3072_s_4_2.jpg)
![It's the end of the branding as we know it* [thought f]](https://static.wixstatic.com/media/801219_34afe564c3f14fe7a10893f2d7913a02~mv2_d_6016_4016_s_4_2.jpg/v1/fill/w_152,h_100,fp_0.50_0.50,q_90,enc_auto/801219_34afe564c3f14fe7a10893f2d7913a02~mv2_d_6016_4016_s_4_2.jpg)
![Start understanding data (stop scrooging it) [thought e]](https://static.wixstatic.com/media/801219_592114c7422a40ee9853225f92f4eed1~mv2_d_5184_3456_s_4_2.jpg/v1/fill/w_152,h_100,fp_0.50_0.50,q_90,enc_auto/801219_592114c7422a40ee9853225f92f4eed1~mv2_d_5184_3456_s_4_2.jpg)
![With great tech comes great responsibility [thought d]](https://static.wixstatic.com/media/801219_d1cbf54625ad4400ab85515232a8421b~mv2_d_3800_2533_s_4_2.jpg/v1/fill/w_152,h_100,fp_0.50_0.50,q_90,enc_auto/801219_d1cbf54625ad4400ab85515232a8421b~mv2_d_3800_2533_s_4_2.jpg)
![Silo thinking is dead. Long live silo's. [thought c]](https://static.wixstatic.com/media/801219_3f1cd62b08d5401f803550454e2455eb~mv2_d_5392_3033_s_4_2.jpg/v1/fill/w_152,h_84,fp_0.50_0.50,q_90,enc_auto/801219_3f1cd62b08d5401f803550454e2455eb~mv2_d_5392_3033_s_4_2.jpg)
![It's the Story Stupid (not the data) [thought b]](https://static.wixstatic.com/media/801219_630d116a412e40498f7039394c398d9f~mv2_d_5616_3744_s_4_2.jpg/v1/fill/w_152,h_100,fp_0.50_0.50,q_90,enc_auto/801219_630d116a412e40498f7039394c398d9f~mv2_d_5616_3744_s_4_2.jpg)
![Beta Rules! [thought a]](https://static.wixstatic.com/media/801219_b77a5c1bd4694731bdfbe752daf630a2~mv2_d_3960_2228_s_2.jpg/v1/fill/w_152,h_84,fp_0.50_0.50,q_90,enc_auto/801219_b77a5c1bd4694731bdfbe752daf630a2~mv2_d_3960_2228_s_2.jpg)
![It's just people, people [thought 19]](https://static.wixstatic.com/media/801219_870c12763b214b92a045b1f56b501a35~mv2_d_4288_2848_s_4_2.jpg/v1/fill/w_152,h_100,fp_0.50_0.50,q_90,enc_auto/801219_870c12763b214b92a045b1f56b501a35~mv2_d_4288_2848_s_4_2.jpg)
![Focus on the Story [thought 18]](https://static.wixstatic.com/media/801219_7727a9ba403a4b9c9c2cd4d9373716da~mv2_d_7952_5304_s_4_2.jpg/v1/fill/w_152,h_100,fp_0.50_0.50,q_90,enc_auto/801219_7727a9ba403a4b9c9c2cd4d9373716da~mv2_d_7952_5304_s_4_2.jpg)