Ours is not just a name, it’s a science. Daniel Wegner, PhD – a founding father of thought suppression research – once asked a control group ‘to speak for five minutes, without thinking about a white bear’. They all failed. The test was repeated. They failed again. In fact, on average, they thought about a white bear once a minute. That’s because when a bold idea is planted in the mind, it simply becomes impossible to ignore. Just like the work we do for our clients. The brands we create, are white bears.