In the conventional process, a product is created, its brand identity is formed, and then its communication is addressed. If branding and product design are approached from a perspective of communication with consumers, that is, if the process is backward so it begins with communication and moves toward a product, a strategic approach that could have greater impact on consumers will be possible.

At how many moments were big ideas possible before coming into the domain of advertising? We pay attention to seven spots. Indeed, the best scenario would be for us to participate in the entire process. However, as the second best scenario, we could combine our ideas at any of these spots. Our imagination and techniques would transform, at any of these spots, your products and brands to create a big bang in the market. Because the game is already over before advertising.