Why it isn’t a carrot

In scientific terms, a principal ingredient is a part
of a substance that gives it its character. Not
the largest proportions of a substance but the
most essential – the part that makes it what it is
to everyone who is aware of it. We believe that
organisations are defined by their brands. It is
what your organisation is known for to anyone
who is involved with it, internally or externally. It
is what defines it – it’s principal ingredient. This is
why to us brands are so much more than logos
or even visual identities; to us they are ways of
behaving, decision-making and acting. Brands
are defining elements of institutions, cultures
and communities and are the most effective
and sustainable sources of value in business.

Why the egg always
comes first

We believe that successful brands are
stories that are told and retold in many
different ways but always based on a core
premise – the positioning. This top-down
framework is essential to our understanding
of how brands work and the way we approach
brand building. In a uniquely dynamic way,
a brand positioning defines every aspect of
brand expression while it also informs strategic
management decisions. A consistent reference
point and the source of brand narrative, one
could say that a brand positioning is the principal
ingredient’s own principal ingredient.

Why Principal Ingredient
and what is yours?

A brand is the principal
ingredient of every organisation.
It is what defines the culture
of a business and shapes the
perception of its value. To define
and nurture your brand is to
understand and be in control
of what people think and feel
about your organisation and
what makes them want it to
be part of their lives. What is
your principal ingredient?

Why it doesn’t
taste like chicken

Authenticity is the power behind great brands.
Brands that are authentic feel natural to their
organisations and are rightfully perceived
as genuine and credible by their audiences.
Because when it comes to brands it is who you
are and what you stand for that matters the
most. This is what people relate to and connect
with, and why they want your brand to be
part of their lives. Instead of looking for some
elusive quality to be ’grafted’ onto your brand,
unearth the real value in your organisation
and create a brand that is nurtured from
within, distinctively in a category of its own.

approach

approach

belief

belief