Is "think bravely" -- marketing that is "brave, passionate and collaborative" -- the next creative mantra? One business school dean thinks so, writes Al Ries. But, as Apple discovered when sales tanked during its "Think different" period, thinking differently is no substitute for acting differently. Soft emotional slogans such as those favored by automotive brands (Ford: "Go further") are not nearly as effective as those that make a tangible brand promise (M&M's: "Melts in your mouth ... not in your hand"), Ries writes.