In such fast-paced world, brand doing has swallowed brand being. In daily work (& life), there’s a chronic bias towards execution: While there’s too much focus on what to do, there’s not enough focus on why it’s being done. The result? Strategy is rarely as clear as it seems. It’s estimated that 1/3 of budgets are wasted due to poor briefing and bad comms. So we invite brands to pause and think about their whys so they can successfully connect what they do with of what they really are. Why us? Brand strategy had been lost in a chasm between marketing and ad agencies. So, companies called brand consultancies emerged to bridge that gap. But we are not exactly a company. There’s actually nothing corporate about us. That shouldn’t be a point of difference, but it is. We haven’t set out to replicate the traditional corporate mindset. We have no fixed structure, inflated prices nor too many juniors for too few senior people. We are two people who know branding inside and out and focus on the essentials: solid, pure & simple strategy.