Creative Development Process for Agency
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Brand Cube® Strategic/Creative Development Process

Our creative development process begins with finding your single most
compelling rationale benefit. This is critical since:

• 12,400 messages are sent to you each day
• Powerful brands communicate one key benefit since it is easy
for the consumer to remember
• Executed properly, this one benefit will resonate with the
target and will impact sales

We have studied the approaches of agencies and consultants for the best
practices. We have studied academia and published works for the same.
To build the conviction that enables consistent branding at every point
of contact requires an approach that consistently works.

Out of this has come what we call our Brand Cube® Strategic Development
Process. It boils down to five winning principles and six critical
decisions.

Five Winning Principles of our Brand Cube® Strategic Development
Process

1. Brands must deliver a consistent message across all points of
contact
2. You must be sole owner of brand strategy
3. Brand strategy is not solely a marketing function – must permeate
organization
4. To build cumulative brand value, must follow your Brand Cube®
5. Sub-strategies must be articulated for every point of contact

The components of Brand Cube®

As a cube has six inter-related sides which all support and add
strength to the form, so does the Brand Cube® brand strategy. The six
components of the Brand Cube are:

1. Your Noble Cause
2. Defining the right target
3. Selecting your correct competitive set
4. Finding your single most compelling rationale benefit
5. Constructing your most likable emotional benefit
6. Identifying your correct ego benefit

When these components of brand strategy are in place and being properly
executed, they equal the intrinsic value of a brand.

The resulting creative product is break-through, clutter-busting and
effective.