In an era of unprecedented change most brands struggle to keep up with their actual relevance. Smart communication is not enough: people today expect brands to be meaningful in their everyday lives, both on an emotional and on a rational level. Change can be a threat or a great opportunity and brands that want to have a relevant space in the market need to have an active role in contemporary social evolution. The Q model has an edge when it comes to providing neutral brand ideas, and effectively creative media plans, because Q breaks the traditional boundaries between creativity, research, media and brand development. Q's job is to dig deep into people’s mind, in order to build long term communication strategies, and to create powerfully relevant brand ideas.