Dark.Matter.Energy. is a strategic methodology that helps identify and solve complex problems hindering brand growth. It uses systemic thinking and constraints-based analysis to audit brands, pinpoint key constraints, and develop solutions. By taking an objective, outside-in approach, it defines problems contributing to stagnation or decline that internal teams may miss. The process helps high-potential brands reach their full growth potential by addressing invisible issues like small problems that accumulate over time into significant deviations from goals.

1. Dark.
Matter.
Energy.
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Dark.Matter.Energy. 1

2. We help strategic thinkers turn their
big scary dreams into ingenious ideas
that inspire and thrive.
These are the ideas that end up
changing the world.
This is what we do, this is why we exist.
Dark.Matter.Energy. 2

3. Dream
IdeateThrive
Human
Centred &
Inspired
Certainty
Performance
Dark.Matter.Energy. 3
Our strategic process

4. We help people dream
bigger dreams that are more
human inspired, i.e. helping
them realise and visualise
how their dream can make a
difference in the world or in
someone’s life.
We help people ideate their
dreams with greater certainty,
focus and clarity.
We help people’s dreams and
ideas thrive, inspire and
become infectious. We help
to give their dreams the
ability to perform and have
impact in the world.
Dark.Matter.Energy. 4
How we help strategic thinkers
Dream Ideate Thrive

5. Product:
Theoretical platform: Systemic Thinking + Theory of Constraints
Dark.Matter.Energy. is a systemic thinking and theory of
constraints based process that we use to find and
define wicked or complex brand problems. It is a our
brand audit and problem solving tool.
Dark.Matter.Energy. 5

6. Scenario
Planning
Methodology
Ecosystem
Insights
Methodology
Design Thinking
Methodology to
help us construct
human centred
brands
Narrative,
Semiotics,
Artefacts and
Rituals
Methodology
Systemic Thinking
Methodology to turn
brand thinking into a
functioning and
healthy system
Systemic Thinking
Methodology that
helps us to define and
solve complex system
problems
Out multi tiered
strategic methodology
that focuses on
building memory
structure, attachment
and long term
behaviour change
Dark.Matter.Energy. 6
The products we use to make our process more effective and scientific

7. Document Road Map
This will be of
interest to you
when…
What is this?
Why does it
exist?
What does it
do?
Why should it
matter to you?
1 2 3 4 5
Dark.Matter.Energy. 7

8. This will be of interest to you when…1
# When you know you have a good brand and proposition, yet the brand is
not growing or is in decline
# You are facing undefined brand growth problems
# Brand has stopped growing or is in decline and you do not know why
# You need an objective voice in regards to why your brand has stopped
growing or performing
# Your brand proposition is not resonating with consumers and you do not
know why?
You need to consider the Dark.Matter.Energy. offering when you are facing
the following situations:
Dark.Matter.Energy. 8

9. Do you have a great brand, with a great proposition and product offering - yet somehow it is
not growing? Sales have stagnated and has started to decline? It might just be that your
brand has a wicked problem.
Dark matter and energy is the invisible stuff that keeps the galaxy together and that makes it
grow. Wicked or complex problems are those hard to define and difficult to spot problems
that is destroying the magic or dark energy behind your brand. In order to help brands with
this very real problem, we developed the Dark.Matter.Energy. problem solving
methodology.
What is this?2
A wicked or complex problem is a problem
that cannot be clearly defined or be solved
by conventional means and thinking.
More often than not the problem can only be
defined when the solution is found. Systemic
in nature these problems have significant
brand growth implications.
Systemic and Design Thinking methods are
exceptionally effective at pin pointing,
defining and solving wicked problems
Dark.
Matter.
Energy.
Dark.Matter.Energy. 9

10. The Why of Dark.Matter.Energy?3
More often than not modern brands face very complex hard to define problems and
constraints. Problems and constraints that can only be spotted and pin pointed by
objective, outside in audits and analysis.
Dark.Matter.Energy. is a methodology that we have developed to pin point and define
those critical complex problems that is stopping your brand system from functioning
properly. Often with brand strategy work, we easily become focused on communication,
how to enter new market segments or brand positioning work and so forth without
effectively addressing key brand constraints or concerns . In light of this, we felt that in
order to effectively help brands to grow, we needed to develop a niche and focused
methodology that could help brands to understand and solve the real problems and
constraints that are stopping brands from growing. Our process is
Systemic in
nature
Objective Outside in Performance
rules focused
All
encompassing
1 2 3 4 5
Dark.Matter.Energy. 10

11. What does it do?4
As a systemic thinking and theory of
constraints based process it helps us to
find and define wicked or complex brand
problems.
We audit and analyse your current
brand system in order to find the critical
brand growth pivot points, meaning
platforms and resulting brand patterns.
Using our proprietary methodology we
are able to define what the key
constraints are that is critically
influencing these key brand growth
components as well as why these
constraints are taking place. Once we
have done this, we are able to better
develop systemic solutions to the
constraints at hand.Dark.Matter.Energy. 11

12. 5
The modern brand is more complex and more systemic in
nature due to the speed of innovation, changing consumer
needs and new world market environment.
With more complexity, increased speed of innovation, competition and the subsequent
market pressures, comes more intricate brand problems and constraints that needs to
be addressed. A great brand can be destroyed and weakened by those small complex
problems and issues. On a journey, if you are one degree off from your final destination,
this error causes a very slight deviation over a thousand meters, but it becomes a
severe deviation over a thousand kilometres.
When it comes to brand building, small things and details matter. It might not matter to
you, but it matters to the stakeholders who are not or has stopped supporting your
brand. The longer you leave it, the bigger the implications become.
Why does Dark.Matter.Energy. matter?
Dark.Matter.Energy. 12

13. Andre le Roux is a Strategist, Mentor and brand Theorist who has been working in the brand strategy industry
for more than 10 years. He is passionate about the science of strategy. He has a B.A. in Industrial Psychology
and an Higher Diploma in IMC. Andre likes to think of himself as a systemic brand thinker that is constantly
searching for new and more scientific ways to create more powerful and impactful brands that truly will add
value to the lives of all stakeholders.
Andre Le Roux
072 387 2079
andre@mercuryone.co.za
Thys de Beer
082 565 5508
Thys@vegaschool.com
Thys de Beer is an admitted advocate (non-practising) the head of brand Strategy at Vega School of Brand
Leadership, as well as the head of the Honours in Brand Leadership at Vega Cape Town. He has been in the
industry for over 10 years and he has recently completed his Master’s Degree researching the role of design
thinking in brand strategy.
Thys is an intellectual that is looking to change people’s perceptions about the power of the brand.
“I am an Alchemist; I love the power of collaboration and discovering insights that help to build authentic brands”
“I am a thinker and explorer and I love to find new ways of building better brands through using systemic thinking.”
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14. Dark.
Matter.
Energy.
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Please Note that all information contained in this presentation is proprietary and remains the property of the owners [Andre le Roux and
Thys de Beer] – all rights reserved. Information can only be shared if written consent is given by owners 14