As someone who works in advertising during the day and writes fiction at night, I'm often struck by the crossover potential of so many tools and techniques to strengthen my work in both fields. Creative fiction and brand campaigns are both different kinds of stories, and there are some concepts in advertising that I've realized can also be utilized to create compelling fiction.
There is a Y&R consultancy, the Brand Asset Valuator® (BAV®) Lab, that tracks how brands are perceived by the public and how those perceptions shift over time. They've discovered that the most successful brands have an inherent tension which makes them irresistible, and they defined this as Brand Tensity®.
Brand Tensity: The convergence of two or more contradictory forces, resulting in excitement, anticipation, and a palpable energy.