The B&A “Human Factor” assessment is a unique and powerful way of looking at commercials and ads. Imagine any commercial or print ad as a “mini play”. What does it say about your product, brand and company? Your consumers or clients? Does it truly break through? Does it convey the values and identity that are consistent with your company? Will it build the brand for the long term, or diminish it? Will it build identity, brand loyalty, awareness, sales, and stockholder value? Does it speak to all your important viewers - consumers, employees, stockholders, the public? Apply the Human Factor assessment to just one of your own commercials -- or those of your industry, your ad agencies, or your country -- and you will never look at any commercial the same way again.