Guiding Every Decision
Duality operates by a set of principals honed over decades of experience in the B2B branding world. These beliefs guide our process and work, and have helped us transform the playing field for dozens of companies in complex markets.
Start with Why
Good brands talk about what they do and how they do it.
Great brands start with why.
Ad ≠ Brand
A brand is all-encompassing and experiential.
Shut Up & Listen
If you listen first to the audience you are trying to influence, they will tell you the answer.
Branding = Storytelling
The better it is, the more your audience will listen.
Me Too vs. Me Only
Strong brands neutralize competitive strengths (Me Too)
and exploit competitive weaknesses (Me Only).
Less = More
A compelling brand simplifies the complex.
Your brand’s value must be defined in tangible terms.
Medium ≠ Message
A brand informs marketing strategies and tactics, not vice versa.
Rigid + Flexible
A brand is consistent, yet nimble, and adaptable to the realities of its audience and their markets.
You’re Never Finished
Your brand is a process, not an endpoint.
Content = King; Credibility = Queen
Brand depth and authenticity are cost of entry.
You, Me, We
A brand empathizes with, and respects, its target audience.
A brand must balance the emotional with the rational to resonate with, and inspire, decision-makers at all levels of an organization—ground floor to C-suite.
You Complete Me
A brand is a reflection of your people, products, services
—today and tomorrow.