Inside Out Communications has a simple but powerful philosophy:
To build strong brands you need to start from the inside and work out, spreading the spirit of the brand through every single thing you do. The brand, in other words, should be at the absolute core of every activity your business undertakes. This not only ensures your brand is working as hard as it can (with the associated benefits of increasing recognition, understanding and, ultimately, desirability) but that it’s getting continually stronger through constant and consistent reinforcement.
A win win situation.