NEVER FINISHED
At FCB, we believe the best part of a brand’s story is never
finished. The part that always asks what can we do better. And
always wonders what’s next. What’s out there. What’s waiting to
be discovered. And it’s not just the story of a brand or an idea.
It’s the story of all of us. Always moving forward. Always looking
back. Always a work in progress.
KNOW WHO THE BRAND IS
BEDROCK
It begins with the belief – every successful brand has a purpose. Find it. Know it. Live it. Find it by interrogating the past. Know it by understanding the present. Live it by anticipating the future. When a brand’s roots are strong, when they touch bedrock, there is no reason to fear the winds of change.
MAKE PEOPLE CARE ABOUT THE BRAND
CREATE BEHAVIOR
Yes, get people’s attention. Yes, make them think, feel, emote. And then move them to do something. To act, to change, to go from here to there. Open the door to your brand and welcome the world in. Give them cause to wonder, and give them a reason to come back. That is the circle of brand life. Done well, it is a circle without end.
ENSURE THE BIGGEST EGO IN THE ROOM IS THE BRAND
BRAVE TOGETHER
Our philosophy? We are in this together. The success of any one of us is the success of all of us. It is important to create relationships, spaces and situations where we can make brave choices, our partners can make brave decisions, and together, we can make brave, Never Finished work.
