Just to add an example to yours, though. For me Guinness (or their account planner / account planners) came up with one of the best ‘ideas with legs’ when they thought of the idea of waiting-for-a-pint-of-Guinness-to-be-poured as something intrigueing and exciting. They developed this idea at a time when other beer brands were trying to associate beer with an exciting night out. But if you think about it, waiting for a pint of beer to be poured can be the opposite to exciting. They actually turned a perceived weakness into a huge strength. Guinness have created numerous campaigns now based around this concept. Goes to show that you don’t always have to look outside your brand for a great idea. Not only that but what some regard as a weakness in a brand can often turn out to be the brand’s greatest strength.