The chicken or the egg question and branding: Why creativity is leading the charge

We’ve often been asked what really comes first in brand transformation processes. Is it the strategy or design? The insights or the imagination? Our take on this question is that in today’s branding landscape creativity is taking the lead, bringing strategy and design vision together to create brands that truly resonate and perform.

For some, strategy and design are two separate paths with a “handover” at some arbitrary point. Strategy prepares data points and maps out the brand's course, while design steps in to weave those plans into a captivating expression and engaging stories. But so often this approach feels a bit like a game of telephone, where the message can get lost in translation. And that means wasted effort and frustration.

A more promising and exciting approach is to blur the lines between strategy and design in the service of smart branding. Why? Because putting creativity first adds a dash of innovation to the process. Everything for that matter. It's like unfurling a wave of fresh ideas that blend emotional, functional, and commercial elements crucial for business success. We're winning hearts and minds while shaping how people perceive brands.

Flexibility and being able to pivot quickly are essential ingredients in any transformation process. With markets and consumer behavior changing faster than ever, brands need to stay nimble. Starting with creativity sparked by relevant strategic, visual, experiential, or verbal ideas make it easier to remain quick on our feet, ensuring that brand experiences stay fresh and relevant no matter what.

Then there's authenticity – a must-have in any brand's toolbox.

– It feels real. Brands can share stories that resonate deeply with their audience while staying true to their values, making connections that are both meaningful and memorable.

Clients are very happy when they hear the words efficient brand transformation. Mixing creativity and strategy from the get-go helps cut down on many unnecessary steps, saving time and effort. And that means better use of the available budget. Branding solutions that are not only cohesive but also impactful offer the best of both worlds.

It's best not to get too bogged down with what comes first. We’re all aboard the “creativity stands at the forefront, guiding everything that follows” train. It’s the spark that fuels both smart strategies and beautiful designs, leading to brands that don't just look good, but feel good too. And create lasting impact.

As we continue to explore and redefine what branding means today, it's clear: creativity isn’t just the starting point; it's the path forward. By embracing this approach, we’re not only creating stronger brands but also more genuine and engaging connections with people. And really, isn’t connection what branding is all about?

*First published in the Transform Live 2025 Advertisement Program