Before we begin advertising we have to design our business and get our story straight. That can take a long time, but then the people who come to your business know what to expect.

How we move: Ads are like a first date, 2011-Jun-29, by Carolin Dahlman

I believe every good relationship should have a beautiful or interesting story; it's healthy to have a mysterious or crazy "first moment" that you can look back at years later, when the fireworks have stopped and the boredom becomes a part of LIFE. When you look back at the first weeks, the first glance or the shine around your first date, your heart will remember, and you will look at your partner with a smile – suddenly in love again…

A great ad campaign gives you the story, the fantastic first date that is like a base for your stable partnership for LIFE. But branding is about more than that. It´s about the small gestures, the micro moments, the care, concern and vulnerability of the day-after-day LIFE you create together.

Great branding does not focus on an expensive dinner at your anniversary; it does not forget about the other 364 days of the year – instead those days are the centre of attention. That´s where love grows. Or dies.