Literalism schism

Consumers don't care about your brand  or your new clever creative idea for the new ad. 

Consumers and   bosses  often  take new ideas ,especially advertising  ,literally in my experience  .

This makes  bold creative leaps much  harder  to bring to market, and partly explains  why so many  vanilla ideas /ads provoke only indifference, thereby generating  limited returns...  and increasing the chances of stand out work cleaning up .

The marketing and creative team is  far more vested in and exposed to their work than anyone else who may come across it will likely ever be,literally. Literalism schism..