1). People-First. People are at the root of all we and brands do, whether it be in the form of clients, shareholders, customers, or society. Brands live in the worlds of the consumer, the market, and society—all three based on the reality of people.

2). Best Practice—Always. No matter how great you become, the basis has to come from accepted skill and ideation. The brand and marketing worlds especially are full of "conjecture" and "I think"— but little has been put to the test. To us, this is heresay at best—and "guess" at worst. We constantly train and develop our skills from places such as Oxford, Stanford, and Kellogg. We develop our own Ideation using best practice principles, and from this have written some of the Brand and Marketing worlds pioneering books used in many of the world's leading business schools, corporations, and professional agencies. People listen to us.

3). Always Add Value. Whatever we do it is based on the capitalistic principle of Value-Add... whether it be tangible (such as ROI, ROA, Gross Revenues, etc) or intangible such as goodwill, preference, position, or top of register. Brands are in the world to add value and utility, both in the short and long-term, and investment in them must be justified to all parties involved from shareholders to managers to customers.

4). Integrity. All brands are a ultimately a short-cut, a fast track, a "hot-button" to choice—which means they live on Trust. To SXTC, Trust is the basis for success and the air we breathe. We "tell it like it is" to our clients—no messing about or sugar-coating reality. Our clients enjoy this very much.

5). Brand First—Always. We are living in a period that has changed significantly over the last 5 years. We now live in the age of where Brand Strategy Leads Business Strategy (see our industry-breaking article where now every business-planning aspect and function has its root in the brand. Everything is Brand-driven in a world-calibre organization.

6). Think Global—even while still local. The world has changed, and with technology power doubling less than every 2 years both on and offline, no brand can afford to ignore the world around it. Information is now capable of spreading enmasse worldwide in hours (even minutes), giving rise to exponential rates of idea and product generation as well as trademark and patent violation. No brand, no matter how limited its market, can afford to take its eyes off of the ever-changing, dynamic world around it. Not for even a second.

7). Always Strive to be Better. We believe in a simple law: if you love what you do, then love being good at it. Never become complacent... mediocrity is a bad word... always strive to learn more and Grow. The world of brands and marketing never stops growing and changing—SXTC wants to be the cutting-edge of the best practice ideas that change the brandscape and add significant value.

8). Listen more than you talk.

9). Go the Extra Mile—Always. Whatever we do, SXTC makes sure that our clients get the best of our people, skill, and expertise. We do NOT use interns, low-level associates, or trainees on our engagements and then bill for consultants like most firms. Every engagement uses our expert consultants and brand teams. Always!