As Peter Drucker defines, ”There are no results within organization. All results are on the outside… …This outside, this environment which is the true reality, is well beyond the effective control from the inside. At the most, results are codetermined, as for instance in warfare, where the outcome is a result of the actions and decisions of both armies. In a business, there can be attempts to mold the customers’ preferences though advertising and promotion. …[but] the customer still has the final word and the effective veto power. “
To make an idea matter, taking it from idea to action, requires understanding the environment surrounding the issue the idea is intended to address. This requires listening to and understanding the target audience, their beliefs, and systems of belief around the particular idea or issue, facilitating effective and productive engagement.
We believe that brand is the delivery of substance. Our approach is to help our clients develop a substance-based message rooted in beliefs that people will find authentic and credible. This creates the best position for the delivery of that message and breaking through the noise of the policy and media environment.