After decades in-market, we’ve learned that unforgettable brands follow three rules: position, contrast, and apply full consistency. They’re not theories — they’re how we cut through and stay through. Meet the three rules below.

Stop shouting at closed doors. The easiest way to open the mind is to be first. The first brand to enter becomes the reference point. That’s why Coke is the category — 'the original'. If you’re not first, you'll have to link your brand to what's already there. That's why Pepsi is the anti-Coke, and why 7-Up became the Uncola.

The herd feels safe. Yet, in the market, group mentality doesn't work. It's differentiate or die. You must own a word, or concept, that nobody else owns. Be the brand they never saw coming. But never forget.

Once your position is clear, your main challenge is to be ruthlessly consistent. Every message, every design, every decision must echo the same idea — a bright signal amid the noise. As Steve Jobs said, 'excellence is all about consistency'.

We’re the mind & market strategists — putting your brand on the prospect’s short list and keeping it there. Book a free 30-minute consult for a sharp read on your mind position and market reality. Clear, and immediately useful. We'll diagnose, not pitch.

Own the mind. Then own the market. P&G-schooled and consultancy-seasoned, we align how people think with how markets move, via our Three Rules, Trout & Ries thinking, and a Steve Jobs–inspired focus.

+ Positioning, Strategy, Branding
+ Market Analysis and Plans
+ Agency Selection & Guidance
+ Masterclasses & Training
+ Interim Management