Then again, what do I know?

I heard recently about a big agency -- you one of those storied national types with offices in a number of cities -- working on a new account.

The broadcast and print are humming right along. Focus groups going, directors are busy and the creative folk are just active as can be.

But the brand hasn't been defined yet. As I understand it, that's still in the works.

Well alrighty then. Just seems to me like the brand definition is something that should come way before the creative. I mean, those commercials ought to be based on something. Right?

We're just a rinky little Bethesda shop, but that do indeed seem a bit backward to me.

It do, it do.