Every brand has an essential truth.
A creative person's job is to reveal that truth in such a compelling manner that people make the brand a part of their lives. To convince people to invite a brand into their lives, you need to have firsthand knowledge of what their lives are like. And not just their outward habits and practices, but their inner lives as well. To accomplish this, it is essential that creative people become full partners in the entire strategic process. This partnership results in a highly insightful experience of the target audience and a deep internalizing of the brand.