In 1939 Metro-Goldwyn-Mayer released The Wizard of Oz. Towards the end of the film the protagonists finally arrive at their desired location, in order to meet the great Wizard of Oz. Confronted with the ominous presence of the great wizard, Toto the tiny dog casually makes his way over to a concealed curtain in the corner. Next, he slowly pulls aside the curtain, revealing an old erratic man frantically pulling levers, and twisting dials whilst yelling into a microphone. And thus, the Great Wizard of Oz was revealed in his true form, warts and all.

We have all heard someone say, “I’m not a pessimist, I am a realist.” It is a phrase that has many different layers to it, and it is definitely a topic worth discussing. There are many that would argue that the world is a terrible and chaotic place characterised by suffering, confusion, and destruction.

I want to take the opportunity to introduce a number of different military methodologies and in turn demonstrate their utility in a corporate and commercial context.

Our clients buy in mysterious ways. This is because they buy on emotions and rationalise post-purchase. With this in mind, how can you ensure you position your brand better and develop a key message that stands out from the rest?