In branding and marketing, stepping away from a great idea can be a really difficult thing to do. But sometimes, it’s a necessary sacrifice. Here’s a scenario: you have an amazing concept for an awesome execution/campaign that will blow people away. Problem is, it’s not a great fit strategically for the brand. What to do? Think about the old “square peg, round holes” adage. It might make an immediate impact, but where does it fit in with the long-term brand objectives? The best play is to not jeopardize or confuse the brand vision just to see your idea come to life. Save it for another day (trust us, it will still be awesome then too), and go back to the beginning, this time starting with the overarching brand strategy in mind.