7 ideas that shape our practice

We believe that there is only one brand, that

this brand is a reflection of the ideal culture

we want, and that the image of the company

should provide a window into the culture.

When this trinity works, the result is a

compelling and authentic brand.

Culture = brand = image

We believe people’s ideas and values are

shaped by compelling narratives. Some are

visionary and some are common-sense. A

great story has the power to reframe the way

a customer thinks about a brand and the way

employees think about their company. We

surface the right stories and communicate

them in the right way, at the right time to the

right people.

Tell me a story

We believe brands originate from the unique

culture of the company, not from external

market research. Our practice is rooted in

communicating the delightful parts of your

culture to the world at large.

Inside-out

Even the best plan will become stuck if

patterns of behaviour in the culture prevent a

new direction from being taken. Our practice

surfaces behaviours that prevent change

with the right audiences in a safe and

productive way.

Patterns v plans

We believe defining a set of guiding values or

principles is only the first step to change.

Our practice encourages people to adopt

their own meaning to these guiding

principles and helps them shape the actions

that they eventually will be responsible for

carrying out.

It’s the meaning stupid

We believe that extravagant events – be they

ad campaigns or internal road-shows can do

more harm than good if they are not

supported by an authentic drive to achieve a

vision across all functions and touchpoints.

Big bang v sustainability

We believe the way to implement a new

direction is to use what is working already as

a foundation to build from. By appreciating

the detail of current practice, we are able to

encourage more successful habits that are

in-line with the culture - not counter to it.

Strength to strength