Our underlying principles are the roots of a story tree

The roots of our communications tree are our underlying principles.

They spread out and anchor the tree so it can grow strong. They absorb water, oxygen, minerals and nutrients from the soil to feed the tree.

Our underlying principles are what keeps our enterprise grounded. Without underlying principles, it falls and crashes. Some industries (like, say, banking) have lost some of their principles. They’ve withered and died. This makes the entire industry vulnerable. And provides enormous opportunity for other enterprises with stronger, more determined principles to compete.

Underlying principles feed our entire communications tree. The stronger and more resilient our principles, the stronger foundation we have.

The principles become the underlying basis of our values and the emotional benefits we extend into every kind of media.

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