We are often asked this question. The twelve cardinal principles of designers developed by us form the basis of our work in our workshops and with designers.

• You are the brand – stand up for the seven elements that define a brand:
   Origin, history, profile, positioning, image, awareness and protection through uniqueness

• Be a hidden persuader

• Do the impossible things, because those possible are already done by someone else

• Don’t look for trends, create them

• Create paths, lead the way. Make others follow

• Create wants

• Be elite – be a peak performer, always be a sovereign in your discipline

• You don’t have to be a genius, just hard to satisfy

• Nourish your creativity through visions not through figures

• Don’t compromise on quality

• Look for the undiscovered customer

• Make the customer love your brand