Fingerprints and Footprints in Advertising context

The base of all advertising begins with the core thinking of what will be the original form of idea so as to create a communication which unique, distinct and simple just like a fingerprint. The biggest challenge being how to create this fingerprint. In todays contest where there is an overload of research on consumer habits and brand association the confusion is more. The rationale can be can there be a fingerprint for the brand. Each brand needs a unique mode of communication so as to make it distinct from others just the way the we homosapiens have. If this is achieved then the brand footprint will live for generations to come or else will be like a baby still born.
Like a newborn learning his first steps the brand needs to have a learning curve and has to be cajoled and coaxed in a manner so it give the best ethics and values.....
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Uttam Solanki