How we think

Advertising is never really about defining the product. Advertising is about giving someone a definition of himself with the product in his life versus without. And making the former definition more appealing than the latter.

To do this requires insight into the consumer. We start by giving the consumer’s current self-definition the ultimate acceptance. We assume the consumer makes choices validly, in line with his or her rational and emotional needs.

Only by accepting the consumer on this level can we get to insights about his or her life that can change behavior.

What we do is transform consumer insights into strategy and creative which associates a motivating emotion with your brand. The consumer can be the end-user or your B-to-B customer. It doesn’t matter. The same principles apply.