Particle Conflict. Symbolic Thought. Procedural Memory.

“Particle Conflict is the way to make a brand interesting. Achieve this by adding an element that doesn’t belong, but fits.

Symbolic Thought is how to make a brand meaningful. Access this by linking the unknown to the known.

Procedural Memory is the key to your brand being automatically remembered. Accomplish this through Salience x Repetition.”

– Roy H. Williams