Relationships are tricky, and those between brands and consumers are no exception. In this conversation, Diana Marszalek speaks with P&G Ventures communications head Lauren Thaman and imre executive creative director Patrick “Sully” Sullivan about the complexities of striking the right tone in consumer communications, particularly at a time when people want greater corporate purpose but also are seeking a break from it all. Topics covered:  00:55 What is brand belief?  02:20 The brand belief discovery process  05:29 Balancing brand purpose with brand levity  09:43 Defining the creative process  14:01 Working with entrepreneurs on the creative process 16:56 Creativity across disciplines  19:48 How 'being cancelled' can be a win 22:38 How do you measure creativity