A good article in Brandweek on design thinking.  Give it a read here.
It’s long, but it’s worth it.

These days there are a lot of ways to produce and distribute digital content.  As a creative company we find this emerging environment exciting, not just because of the options, but because of the new creative demands.  This is particularly true of one of our favorite mediums: video.  We believe strongly in the emotional impact [...]

Sure, I mention brand from time to time.  I have to.  Part of my job.
But in the context of a campaign brand doesn’t always matter.  This is particularly true of utility brands like those of software, energy and health products (as opposed to lifestyle brands).  Given that you have a good product, simply raising awareness [...]