At times we see ads that do not tell what the product or brand is all about. Have you ever seen a commercial on TV that seems to come from left field? It gets your attention, but told you nothing about the product or service and did not seem to fit what is being sold. You do not normally see financial institutions try to work humor into their ads because the preconceived notion is that banks are not supposed to be fun or entertaining. This is why it is important that the message that you send needs to be appropriate to the product or service you are trying to brand. I often see a commercial that is funny or interesting but when it is over I still don't know what product they were advertising. Has this happened to you? If the advertising messages are not in line with the image of the company it could be hurting, rather than helping, the brand.