I like the thinking mate. I think you are speaking about brand utility here “What do people want to do? Now make it easier for them to do that in a way that enhances the position of a brand.” and I love brand utility but I also think service design is fundamentally different to advertising. And that advertising has to work at a cultural level but that’s getting increasingly hard. Anyhoo — I think Peak, rather than Post, Attention captures my thought on the challenge — wrote about it here https://medium.com/the-blueprint/do-you-want-my-attention-then-make-something-new-2c50060a41a4