Junior level thinking and not relevant to the job at hand. Anyone with over 5 years experience will tell you that is an issue whereby you read your client(s) and while getting to know them, you give them what they want as an option, but encourage them to choose something different, something a little more adventurous. Over time if trust has been built with the client, the designer will be able to do whatever he/she sees fit within the scope of the marketing problem.