Manifesto
‘Before’ is an answer for muffled cry of Henry Ford: „For each million U.S. dollars spent on advertising half goes in the mud, we just do not know which half”.
In times of modern technical solutions, and scientific development, there can’t be such a statement, that something works or not, but we don’t know why.
Contemporary science gives great variety of tools, which can precisely measure the solutions, that are being used in world of branding and business. It seems like these tools aren’t used because of their difficulty and complexity. It’s easier to go through a short path, and use methodology from XIX century, or rely on intuition and our subjective opinions.
Marriage of science, military, and everyday life has started many years ago. It’s the time to do the same with the business. We do hope that we are going to be a part of this process.
