Why do so few ads feature the business owner simply telling stories? Why are so few ads about vulnerability, setbacks, or scars?
There's no good way to tell a bad story. It doesn't matter how good you are with nouns and verbs when the core message itself is boring.
From 1924 to the early 50s, Marlboro was a failed filtered cigarette brand, marketed to women with the slogan “Mild as May”.
Wizard of Ads™ believe the message makes the media work; the media does not make the message work. - Roy H. Williams
At some point, market leaders commit to doing something different than anybody else is doing. Not different for the sake of different, but...
The goal of branding, of course, is to cause buyers to think of your brand first and feel the best about it whenever they need what you sell.