Inspired by Douglas Adam's The Hitchhiker's Guide to the Galaxy, the name 42ABCD consists of two parts. 42 is the mysterious answer that a computer comes up with when asked for the meaning of life, the universe and everything (Eager to know the full story; call us up and we'll tell you. Or a great idea would be to pick up "The Hitchhiker's Guide" today and read it). ABCD stands for back to the basics.

The simple idea behind 42ABCD is that oftentimes brands occur as mysterious, hard-to-pin-down entities. In consequence, many organizations find it difficult to get a fix on the right approach to building and managing one. We believe that, in reality, building a brand is all about following a simple, structured process fuelled by clarity of vision. What we bring to the table is simplicity, direction and coherence to understanding, building and managing brands.