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PLANT YOUR FLAG. In collaboration with client teams, MC helps plot revelatory connections between brand, consumer and marketplace to define an ownable position businesses can claim outright and righteously defend against all-comers.

  • CLIENT & BRAND IMMERSION

  • BUSINESS OBJECTIVES

  • CATEGORY ANALYSIS

  • BRAND ATTRIBUTE HIERARCHY

  • RECOMMENDED STRATEGIC POSITIONING

 
 
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STATE YOUR BRAND IN FIVE WORDS OR LESS. Informed by deep strategic insights, MC crafts a short, simple yet massively disruptive conceptual statement that becomes the core expression of the brand — and its launchpad for greatness.

  • PLATFORM CONCEPTS & DEVELOPMENT

  • BRAND STATEMENT SUITE (MISSION, VISION, VALUES, PROMISE)

  • KEY CONSUMER MESSAGES

  • INTERNAL CULTURE GUIDES

 
 
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SET THE TONE. MC singles out a brand’s most authentic and human character traits to create an image, voice and personality audiences can relate to, believe in, and won’t call BS on.

  • PERSONALITY PYRAMID

  • BRAND VOICE DEVELOPMENT

  • INTERNAL COPY STANDARDS

 
 
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MESSAGING WITH PURPOSE (PLUS STYLE POINTS). Like passionate artisans, MC crafts words into shared brand-consumer worlds, recognizing that while entertainment value plays a role, moving people to meaningful action is how great ad copy earns its keep.

  • BRAND MESSAGING

  • ADVERTISING (BROADCAST, PRINT, DIRECT)

  • PRODUCT & COLLATERAL

  • RETAIL & SHOPPER

  • WEBSITES, DIGITAL & SOCIAL

 
 
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DARE GREATLY OR DON’T BOTHER. MC traffics in big, ambitious ad campaign concepts able to cross over all media, from traditional to social, for fast-acting, long-lasting impact.

  • CREATIVE CONCEPTS

  • DEVELOPMENT AND COPY

  • CROSS-CHANNEL EXECUTIONS

 
 
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MAKE A NAME FOR YOURSELF. Forgettable or off-base brand names fail to connect and fade into obscurity — or worse, get mercilessly mocked on social media. MC develops strategy-grounded, conceptually driven business, product and app names that catch fire, outlast fads, and live forever.

  • NAMING CONCEPTS

  • REFINEMENT AND DEVELOPMENT

  • STRATEGIC VALIDATION & ORIGIN STORY

  • AVAILABILITY & OWNABILITY VETTING

 
 
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FRIENDS IN THE INDUSTRY. MC teams with a tight-knit cabal of killer visual talent — including graphic artists, web designers and production houses — to materialize words and ideas into the final creative product clients proudly take to market.