When people see a powerful brand, they often wonder where it came from. Back in the day -- think the '60s thru the '90s, advertising's heyday -- brands were largely born from advertising campaigns. The brand idea came from an agency, carefully crafted in a rigorous strategic-creative process that could take up to a year to complete. In that slow moving marketplace, where a new flavor of toothpaste could be the innovation of the year, highly commoditized products dominated consumer choice and the brand was often the key differentiator. What did the brand add? Meaning ... and that meaning held a lot of value. These brands really meant something in the culture and people clung loyally to them. Why? They reinforced big ideas that deeply connected to people in terms of how they thought about themselves and what they wanted in the world. We see few brands like this today.