Our branding process

Asset-Driven Branding® (ADB) is our proprietary process for evaluating, strategizing and implementing brand-building programs. There are three phases to Asset-Driven Branding:

Phase I: Marketing Opportunity Assessment™ (MOA) 

The Marketing Opportunity Assessment is a third party analysis of a brand’s current opportunities and challenges that identifies and prioritizes the specific actions required to achieve stated business goals. It is the first step to launching a new brand or improving a brand’s performance in the marketplace.

Phase II: Creative Platform Development (CPD)

The creative platform comes to life in phase two of Asset-Driven Branding, as our creative team develops the "big idea" and our strategists determine how best to implement it. The Creative Platform embodies the brand position and represents the foundation upon which we’ll build the brand’s integrated communication plan.

Phase III: Ideas In Action™ (IIA) 

This is the execution phase of Asset-Driven Branding. The information uncovered in the Marketing Opportunity Assessment phase, the collective decisions made during the Creative Platform Development phase, and the budgets established for execution will ultimately define and prioritize this program. The objective is a well-executed and integrated program across all consumer touchpoints.