One role we have to play as external partners on brand growth projects is "keeping teams real". When the brand team start to dive into too much detail, to navel gaze and over-intellectualise ("Are we sensual? Or sexual?"; "Which shade of blue shall we use on our new pack?"), I often find one killer question helps get us back on track. The question? "Does your consumer really care?".
This normally stops the conversation dead. People look sheepishly at one another and agree to move on to something more important.
I think in future I might also use this bit of Brandcamp brilliance from Tom Fishburne to help make the point with humour. His cartoon perfectly illustrates that most brands actually play a pretty small role in the lives of consumers. So we need to focus on the big stuff that's going to make a difference, and not sweat on the small stuff.