"To be irreplaceable, you need to be different", Coco Chanel. Own a territory. Claim an irreplaceable part of people's brain. Explain your unique value to the world. If your positioning is clear, you'll spend less in media, be less copiable. We help our clients to become lighthouse brand identities, to break out of commodity-type communication and do what's needed to reinvent themselves, remain fresh, edgy, relevant to their audience.