Yester years advertising merely used to inform us about the availability of a product. This product has a set of features, 0f which one such feature puts it apart from the other competitive products. This is called its Unique Selling Proposition (USP). We moved the from products to brands. A brand is a name. It provides an identity. It takes years to build this identity. A brand goes beyond a name — it has a symbol, a colour, USP, slogan, a personality, a character, a charisma and brand experience itself. Brand experience makes it desirable to possess and use the brand.Brands are advertised. Brand managers decide the purpose of the brand to drive the advertising brief. It is expressed as Brand Proposition Statement (BPS). The agency works on it, and crafts an Advertising Proposition Statement (APS). This leads to the creatives.