Here in Melbourne, Australia something very special happens after a spell of extreme hot weather (it get’s over 100 Fahrenheit or 40Celsius); a sudden, immediate cool change.
The wind changes from the north (desert wind) to the south (Antarctic) and in minutes everything changes. In an instant the temperature drops by as much as 15C/60F. You open all the windows, you stand outside and soak up the fresh air or the rain,whatever comes first. You immediately feel better, happier, relaxed. It is remarkable.
I think that is what a great brand should do. Instantly make you forget what your experience was just before. Give you relief from the pain that is dealing with bad brands, too much choice, from the discomfort of choosing between “much of a muchness”.
A cool change is what you want.