Seth Godin says that Creative people create intuitively without necessarily have a narrative (listen here: https://castbox.fm/vb/152087528).
Marketers wish to describe what they see with reasoning. Many times creating a whole story out of normal design decisions.
First, Designers should develop good intuition.
Second, Review their design according to the brand narrative. To Test the design by seeing if it fits the story the client or company tells, or wish to tell.
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