Approach

If agencies and marketers just let brands sit in front of them and move closer and closer towards them in a straight line, they see nothing new. They get so close that they lose focus.

At Fusionista we try, with our clients, to walk around a brand from a distance - look at it from unusual angles, to see something new and captivating. We try to let our minds go sideways like a crab (“lateral thinking” if you like), rather than simply forward and back, trapped by the predictable future and the limiting past of a brand. Our whole problem-solving philosophy is built around the principle that, as Albert Einstein said, “Problems cannot be solved by thinking within the framework in which the problem was created.”