Joan Didion is as well-known and loved for her laconic, soulful writing as she is for her perfectly pared-down style, and her packing list, which she published in her 1979 book The White Album, shows that with a well-planned outline of her travel wardrobe, style is second nature. 

Just as each label has a designer, or a team of designers, they should have at least one person whose sole role is painting a vivid picture of the brand - its history, its outlook, and its future. Brands would do well to employ a staff scribe, separate from the team of quippy copywriters who design sales-oriented marketing copy.