You can't sell anything to a consumer you know nothing about. Building a brand on product attributes alone is impossible. Underestimating marketplace realities is as foolish as wishful thinking. A marketer's road is never easy. Challenges and inspiration lurk around the unlikeliest of corners. The journey requires ample amounts of curiosity, bravery, ingenuity and imagination - not to mention some optimistic leaps of faith – because what you expect is rarely what you find, or where you expect to find it.