As you can see, I’ve worked on brands quite literally from A to Z (I even left off a fair amount). What’s interesting is despite the number of projects and clients, there really are only about four genres of briefs. Regardless of whether you’re a start-up, a challenger brand, or an icon of capitalism, the levers that truly persuade people don’t change all that much. As long as you are truthful, and then deliver that truth in a way that violates expectations, you’ll be okay.