How do you take a brand operating in a marginally interesting and commodity-prone category to a meaningful position?

You look deep inside what the brand does on a human level.

You pull that out and shine light on it.

People suddenly see something that wasn’t there before, something they like, something that helps them create meaning within themselves.

You change how people feel, and they change how they feel about your brand.

What human meaning is hidden within your brand?

What could it mean to your business if people felt more emotionally involved with what you’re really all about?

Dulux makes paint, just like lots of other companies.

But they stand out because they also make people feel good that Dulux is in their lives.