I am reading a book on the advertings story of a certain brand.
In it, I found this sentence:
"--- advertising needs to be enigmatic, surreal, challenging, multi-layered, but with an easy access point."
--- is the name of the brand.
I couldn't quite get what "multi-layered" means.
Is it talking about the theme of its ads,
or its advertising strategy is multi-layered (e.g. appealing sporty, strong and cool...etc as its selling point)?