You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Top-Down Thinking Is Bad for Your Brand Quit Thinking Like an Executive and Start Thinking Like a Consumer By Al Ries, Published on June 06, 2013 7 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.