7 ideas that shape
our practice

Culture = brand = image
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.

Tell me a story
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.

Inside-out
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.

Patterns v plans
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.

It’s the meaning stupid
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.

Big bang v sustainability
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.

Strength to strength
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.