Fresh Snow.

Every brand leaves tracks.

The campaigns that worked and the ones that didn't.

After enough runs down the same slope, those tracks get deep. And at some point, you stop choosing your line and start following the one that's already there.

Experience, in all its wisdom, has a way of narrowing the path.

The mountain is never the problem. The ground is good. The terrain is all yours.

A fresh snow doesn't change the mountain. It just gives your line back to you. No old lines to follow, no ruts pulling you back into last year's thinking. Just the run you actually want to make.

 That's the reset most brands need and never take: the willingness to stand at the top of something you already know and ask — if there were no tracks here, where would I go?

 The answer is usually right there.