“The key to brand is finding its essence”, an agency will explain to their client. And something clicks. The general premise is the simplest thing in the world. After all, it’s the reason the company was founded and it is why the product or service was developed. But when the same agency asks their client to articulate what brand essence means to the customer, the room gets quiet. Quieter yet when the client is then asked about how they might execute upon the essence of the brand. Crickets.