Brand thinking helps the advertising industry look for long-term benefits for its clients (the advertisers). Agencies and creatives who think this way tend to push clients to provide substance to back up their claims.
In other words, those agencies provide pressure for their clients to be companies of integrity (companies that are consistent and trustworthy in an “integrated” way).
This has a cleansing influence on business, because it demands an increasing level of genuineness and then shares it with society, creating long-term, earned trust and leadership. And this is good for consumers, and it’s good for the economy.