At cue:creative, we don’t build brands. We create icons. Cultural icons. Corporate icons. Icons that individuals can relate to, and incorporate into their lives every day. That is the power of leveraging a personality versus leveraging a market position.

Our icon mapping process sets us apart from every other agency we know. It helps us understand where each client is, and how we can move them to achieve their goals. The four interrelated spheres of individual, group, emotion, and function provide the roadmap to developing more strategically focused communications.

The mapping process is based on how these four spheres of influence are connected and inter-related. Traditional branding methodology, however, ignores the group mindset except as it relates to the individuals within those groups. This is where our strategic planning diverges radically from what most advertisers and agencies typically see. We know that to create word of mouth — the one form of advertising that is hardest to control — we must understand what the group mindset is, how we can appeal to it, and how we can create prophets that will lead more true believers to the cause.

We use these spheres to tell us where a client or product currently resides, and then determine the best direction to move communications that will help us reach the center.

If we have a toothbrush, for example, that is best defined as the area determined by individual and function. To move it toward iconic status, we can then determine that communications need to focus on either a group mindset, or incorporate more emotion. Once we have encompassed the third sphere, our planning moves to include the fourth sphere.

That is the short version of what we do. When you want to know more, and learn how cue:creative can help you achieve your goals, contact us. We’re always happy to hear from you.