We Don’t Start With Tactics. We Start With The Position.
Every challenge has a different starting point. So CME does not force every brand, campaign, or idea through the same playbook. We understand the position first, choose the approach that fits it, and build from there.
The Right Approach Depends On Where You Are.
A new brand does not need the same move as an established brand trying to grow. A campaign that has not launched does not need the same thinking as one already generating data. Our approach changes with the objective, the audience, the opportunity, and the position in front of us.
We Read The Position.
Before deciding what to make, launch, change, or optimize, we look at the factors that should shape the approach.
What Are We Trying To Change?
Awareness, perception, demand, conversion, retention, or something else.
Who Needs To Respond?
We look at the people, behavior, motivations, expectations, and context surrounding the decision.
Where Does The Brand Stand?
New, growing, established, repositioning, launching, or competing in a crowded category.
What Must The Strategy Work With?
Timing, budget, resources, channels, existing assets, data, and operational constraints.
Different Positions. Different Moves.
The position tells us what should lead. Some situations require understanding first. Others call for stronger positioning, greater connection, coordinated activation, or learning from what is already in motion.
Know The Position
Understand + DefineUnderstand Before Acting.
When the opportunity, challenge, audience, or direction is not yet fully understood.
Direction is unclear or assumptions need testing.
Better understanding creates better decisions.
Research • Listen • Analyze • Uncover
Clarify Why The Choice Should Be You.
When the offering exists, but its value or distinction is not clear enough.
The brand feels difficult to distinguish.
People need a clear reason to choose.
Define • Differentiate • Position
Shape The Move
Create + ActivateTurn Strategy Into Something People Feel.
When people may understand what the brand does, but do not yet remember or connect with it.
The message needs meaning or connection.
Story makes value easier to remember.
Shape • Express • Create • Connect
Turn The Idea Into A Coordinated Move.
When a launch, release, promotion, or growth objective needs multiple channels working together.
Something specific needs to enter the market.
Coordination creates stronger momentum.
Build • Launch • Distribute • Activate
Evolve The Position
Learn + ConnectListen To What The Market Is Telling Us.
Once people begin interacting with the work, performance creates a new source of information.
Campaign or behavior data already exists.
Execution should teach us what comes next.
Measure • Optimize • Test • Refine
Connect The Entire System.
When the outcome depends on multiple disciplines working toward the same direction.
The challenge touches multiple parts of the brand.
Connected decisions reduce gaps between disciplines.
Connect • Coordinate • Execute • Evolve
The Approach Can Change As The Position Changes.
A project may begin with discovery, move into positioning, become story-led during creative development, shift into campaign execution, and become performance-led once the market responds. The approach evolves because the information changes.
No One-Size-Fits-All Playbook.
The approach should serve the objective. The objective should not be forced to fit whatever tactic happens to be available.
Start With What To Do.
- Pick a channel before defining the problem
- Create content before understanding the audience
- Launch before the value is clear
- Measure activity without knowing what success means
Understand What The Move Needs To Accomplish.
- Define the objective before choosing the tactic
- Understand the audience before creating the message
- Clarify the value before asking people to choose
- Use execution to create insight for the next move
The Position Determines The Move.
You do not need to know which approach you need before reaching out. That is part of the process. We begin by understanding where you are, what you are trying to accomplish, and what the position calls for next.
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