Ideomotion™

How many people do you want to do what, and by when do you want them to do it? Are we creating a new behavior, or are we changing an existing one?

What perception does our audience need to have in order to do what we want them to? What experiences do they need to have in order to form that perception?

What idea will create the perception? A brand is not a logo, or an ad campaign. Those are experiences of an idea. All brands are ideas, but not all ideas are brands.

What experiences communicate the idea most effectively? How well are those experiences orchestrated to communicate that idea? A brand is the sum of its experiences.