one value
The ‘tenth man’.
The tenth man principle refers to the idea that a group of people can make better decisions by including a dissenting voice or perspective. The concept is based on the idea that a group of people who all agree with each other may make poor decisions because they are not considering alternative viewpoints or ideas. By including a dissenting voice or “tenth man” in the group, the group can better evaluate the pros and cons of different options and make more informed decisions.
Phantom Actor is a cadre of multidisciplinary designers that seek the unique and extreme. They share Western Canada in common, but their pursuits of the uncanny have taken them around the world, yielding unique professional perspectives and novel methods of problem-solving. It is this juxtaposition with the consensus education and experience of most corporate leadership that makes Phantom Actor invaluable.
Good brands are essential for organisations because they are crucial to people. Branding contextualises how and why a product or service is meaningful, not just to the consumer, but to the company itself—from leadership on down.
That means that brands must actually take the risks necessary to be meaningful. Phantom Actor helps entrepreneurs and executives remember that their primary focus should be on the human beings they engage with, and that people understand the world and their place in it through stories.
Our mantra is “marketing myopia,” as described by Theodore Levitt in his 1960 Harvard Business Review article. We believe that too many companies are too focused on producing too many goods or services and do not spend enough time understanding what customers want or need.
Brand strategy
When you try to be everything to everyone, you end up being nothing to no one.
Good brands are essential for organisations because they are crucial to people. Branding contextualises how and why a product or service is meaningful, not just to the consumer, but to the company itself—from leadership on down.
That means that brands must actually take the risks necessary to be meaningful. Phantom Actor helps entrepreneurs and executives remember that their primary focus should be on the human beings they engage with, and that people understand the world and their place in it through stories.
Our mantra is “marketing myopia,” as described by Theodore Levitt in his 1960 Harvard Business Review article. We believe that too many companies are too focused on producing too many goods or services and do not spend enough time understanding what customers want or need.
