PHASE VI: INNOVATION Creativity is the essence of our business. Our innovative programs are designed to raise the brand above the clutter that exists in the marketplace. Figure 1.6 The Creative Process The Formula creative process generates a brand program that is innovative within its respective industry. More Critical Equation ... Phase 1. Information Phase 2. Insight Phase 3. Intent Phase 4. Influence Phase 5. Image Phase 6. Innovation Phase 7. Integration Phase 8. Impact