It is absolutely necessary to be conscious of your brand experience and have a plan to create the brand experience that you want to have You can have a good brand by happenstance. It’s well thought and strategic.
Ceatives wear many hats and thier to-do lists are a mile long. They don’t always have a chance to brainstorm good concepts and are often expected to capture, create, and produce dope ideas with little or no contribution from the client.