Even Philipp Kotler said "Don´t advertise your product, live it!" Advertising is so commonly overestimated . The value of a brand is created primarily by product and service experience of customers and subsequently through their feedback . Thus, the implementation of the value proposition at all relevant touchpoint is a MUST. In the activation of brand touchpoints I rely on the principle of Empathicipation©. Only if you can empathize with the emotions of customers and simultaneously know his expectations, you can earn enthusiasm for a brand.