Get to the point

Content DNA is the truth of your business identity. It sets you up for creating content that has its own memorable “shape”. It exists to serve businesses that think and act with their long-term interests at heart.

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Content DNA is the set of building blocks that defines your business identity. It’s what you’re all about: the truth distilled and encoded in a few simple messages.

Real DNA is made from just four building blocks, called nucleobases: adenine (A), cytosine (C), guanine (G) and thymine (T). The right combination of these makes you and me and earthworms and bananas. In fact, it makes around ten million different species of living things on this planet. Humans are just one of those species. And yet we show huge variations in what makes us us. That’s also true for business. No two businesses are exactly alike.