A certain Far Side cartoon (Gary Larson), shows a man "communicating" with his dog.

In the first panel, labeled WHAT WE SAY TO DOGS, the man is lecturing the dog – "Okay Ginger, I’ve had it! You stay out of the garbage! You understand Ginger? Stay out of the garbage or else!"

The second panel, with the headline WHAT DOGS HEAR, looks just like the first, except the master is now saying – "blah blah Ginger blah blah blah…blah blah Ginger blah blah blah blah..."

People and dogs have something in common – they best take in messages that seem simple, sound important and include familiar elements. That’s where we shine. First we help our clients identify what we call the "Fido" – the foremost idea that dominates all others. Then we engineer the "Fido" so that it sounds simple and connects to things your audience already knows. Finally we produce powerful tools to deliver it. Your audience will get it.

Oh, and we prefer "Fido" over "Ginger" as an iconic name for a dog — and certainly as a name for the Foremost Idea that Dominates all Others.