1. Branding is the founding and building of creed. We lock the deal between the soul and the sale. 2. A Brand is basically a product with a story to tell. Our method is to unlock the power of myth and archetypes to create compelling brand stories that can be the founding pillars of an identity connection between brand and consumer. 3. We stand for an active, mature and effective brand of creativity. If it does not sell, it is not creative. We stand for hard sell that you love to watch. 4. We do not see the line. Above the line, below the line, through the line...What line? We define ourselves as brand builders and our battlefield is the consumer’s mind thus every medium is just another tool to conquer more share of the mindscape. 5. We are a learning organization constantly developing our collective IQ. Communication is an intelligent conversation between us (on behalf of the brand) and the consumer. Knowledge is our wealth, it is our source of insight and understanding, and we are greedy in that area. 6. We are in the business of retailing value added time. Speed and the efficient use of time to add value is at the core of our business model. 7. We passionately foster play mode. At MI7 we foster a serious play environment. Creativity is the ultimate game of the mind, and we love playing it.