We believe .....

1.  … that your biggest competition is not who you think it is - whoever you think it is. Your biggest competition is the fact that more people don’t know who you are or what you do.

2. ... that “consistency” is the most important word in advertising. Consistently approaching your target audience with a consistent message which is consistent with their interests & desires - that’s the kind of advertising that consistently causes people to act and consistently causes businesses to grow. (Everything else is “image advertising” – see #3 below)

3. We believe that “image advertising” is always a waste of time and money. Always.

4. … that – no matter how “old” or how “new” the medium you’re using may be – the only way you have to differentiate your business is by what you say and how you say it.

5. … that anyone who tells you your advertising “should make you nervous” is probably a charlatan, or worse! Your advertising should accurately describe what you do and promise a benefit. So advertising for a bank will certainly look different from advertising for a hip night spot, but the underlying rule still applies.

6. … that Branding (distinguished here with a capital B) is what other people say to themselves and to each other about your business. If what they say matches what you think your business is about, that means you’re keeping the implicit and explicit promises you’re making. If it doesn’t match, it means you’re not. That’s really all there is to it. (Lower-case “b” branding is giving your customers something specific to ask for when they contact you – a free checking account, a Diet Coke®, the “Wine-lovers’ Weekend Package.” Simple, yes, and something altogether different from capital-b Branding.)

7. Last and most important, we believe that America is an immensely beautiful country, great and good. We only wish there was some way that the Founding Fathers could know that the experiment succeeded beyond their wildest dreams. We wish that they could see so many “ordinary” Americans living such extraordinary lives. We wish that they could experience America as she is today – still the land of the free, still the home of the brave, from sea to shining sea.