Every block of stone has a statue inside it and it is the task of the sculptor to discover it. [And the] Carving is easy, you just go down to the skin and stop.The wisdom is clear. The process flicks away the unnecessary bits to find the natural attributes to a brand. And it is the marketer’s job to identify them, not make them up, but discover them and know when he has what the brand itself needs. From there you polish and smooth out the contours and the edges, giving the brand a form that follows its needed function that will resonate with the audience.