Creative Development Process for Agency
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Most agencies have a process by which they arrive at strategic
direction, and most claim that their process is “proprietary,” unique
in its method of gathering information and infallible in its ability to
deliver insight. All of these processes are aimed at divining the
essence of a brand and finding a voice for its creative expression, but
the focus is always somewhat different. Some put the company or product
at the center, and seek to differentiate the brand through competitive
comparison. Some emphasize the perceptions and personalities of brand
loyalists, some the attitudes and lifestyles of the brand’s most likely
prospects, and some look at broader cultural trends. The fact is, all
of these ways of approaching a brand are valid and important, and the
best brands make an effort to speak to all. And if we have any point of
differentiation in the strategic process, it lies in recognizing this
truth.

It is also true that no two brands are alike, and that brand
personalities, just as products, must necessarily change over time.
They have to evolve, to mutate, in order to stay alive. This is not to
say that brand consistency over time is not important, but that
sometimes maintaining brand consistency requires change. Shifts in
corporate direction, competitive landscape, product relevancy, cultural
context, and consumer needs and attitudes all impact a brand’s essence,
and must be constantly monitored to insure that a brand is optimally
positioned.