A Lot Of Fairy Tales Are Thinly

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.

Sometimes Life Coughs Up Coincidences No Writer Of Fiction Would Dare Copy.

It's A Writer's Job To Carve With Language, To Hew Close To The Bone.

Because Things Like This You Can Only Ssay Once. And You Either Get It Wrong Or Right, It's The End Either Way, Because It's Too Hard To Ever Try To Say Again.

The Horror Genre Is An Extremely Delicate Thing. You Can Talk To Filmmakers And Even Psychologists Who've Studied The Genre, And Even They Don't Understand What Works Or What Doesn't Work. More Importantly, They Don't Understand Why It Works When It Works.