A campaign, like a brand, is not just a number of bits put together - a claim here, a pack shot there, a reason why somewhere else. If we try to produce it by the atomistic approach, we will end up with a sort of Identikit brand. It will be a perfect description of the structure of the brand, as the Identikit can describe the contours of the face. But it won't be the same thing. The brand will never come to life.
Stephen KingWhen it comes to horror there's a strange need to analyze. When "evil children" fad happened, there was The Exorcist and The Other and The Omen. People would say, "What this really means is that Americans don't want to have kids anymore. They feel hostility towards their own children. They feel they're being tied down and dragged down." In fact, in most cases, what those books are about is nice children who are beset by forces beyond their control.
Stephen King