This is the part where I'm supposed to tell you how I'm not your typical creative. It's probably a good place to try and sell you some proprietary "4-step creative process" that generates results like never before.
Truth is, that's just an agency advertising itself. It all comes down to the work and the message that's received. It's about actually listening and asking the right questions. Brands can tell many stories, but a great brand tells the right one.