We believe that a small, single idea which perfectly expresses what a brand or company truly represents to its prospects is the most powerful, most defining, most disciplined and most economic way for a business to maintain its momentum, profitability and sense of direction. And we feel that this power goes well beyond marketing communication and should define every single aspect of a brand or business operation. If a company or brand can singularly rationalise and be instantly understood by its shareholders, suppliers, employees and consumers then it enjoys the unrestricted  freedom to concentrate on properly investing its time and resources of itself and others towards maximizing the acceptance of this idea. Rather than wastefully constantly exploring, debating, brainstorming, meeting or re-engineering what it thinks it is, or should be, or wants to be.

We believe the power of this creative idea as a business definer goes much farther than the province of creative communication in the media or on the Internet.