In a digital world the servings may be byte-size, but that’s no excuse for failing to have a genuine and powerful brand idea underlying your creative. That brand idea is your identity. It’s what you stand for. But, when the shift to digital prioritizes clickbait in the form of tactical offerings in a bland envelope, the brand erodes. For luxury brands the price premium is bound up in the brand impression, which means that impression can disintegrate if it’s not nurtured properly. The best messaging strategy begins and ends with a solid brand idea.