Using the creative brief,the creative should develop a means-end chain,starting with an attribute of the product that generates a specific customer benefit and eventually produces a desirable end state.

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Yes, this is true. The means-end chain is a tool used by creatives to establish a logical sequence of product features or attributes, customer benefits, and ultimately the desired emotional end state or outcome. The creative brief typically provides the starting point, and the means-end chain helps ensure that creatives stay focused on the customer's needs and desires throughout the creative process.

Using the Creative Brief,the Creative Should Develop a Means-End Chain,starting