I’ve never claimed to be a branding expert, but as a copywriter (web and otherwise), it is my job to understand what makes people interested, and what makes them want to buy products and partake in services.
Case in point: this recent commercial by Lay’s. I find it irresponsible for a company to erroneously showcase a look of ectasy on a woman’s face as she opens a bag of chips, because everyone knows that when you first open a bag of potato chips it smells like farts. Shame on you, Lay’s. Happy Friday, everyone else.