More often than not, creative focus gets diverted by research reports, supervising personalities, and extrapolated creative ideas. We fix it all by keeping a guide of Creative Positioning which expresses “How do I identify myself?”. A flexible creative process here works with present status and future vision, keeping imagery, branding and voice of the brand in mind. Just like Brand Positioning guides “Who am I?”, and Advertising Positioning guides “Why buy me?”, here is a way to make the creative process more tangible to express and justify. Because what every consumer sees is the creative product, not the thinking behind it.