Brand Extensions

Brand Extensions is a small handle on a large fact. Grip it, and the fact becomes easier to carry.

It is worth keeping in your pocket not because it is always right, but because it is always available. A tool you carry beats a perfect tool you left at home.

What this concept offers is a pause — one extra beat between what happens and what you do about it. Civilisation, someone said, is measured in that beat.

Watch how a rumour travels in a hostel: it gains one detail per room and loses one truth per floor. By the fourth floor it is unrecognisable, and by dinner it is fact.

Society is a long conversation; the only question is whether you are listening or merely waiting to speak. Carry it lightly. Ideas, like umbrellas, are useful only when actually opened.