1. 60/40 male/female split
1.1. university degree level
1.2. or current university student
1.3. or non-degree but in the creative inndustries
2. Cornwall
2.1. quirky
2.2. creative
2.3. avant garde
2.4. mysterious
2.5. unique
2.6. colours
2.6.1. blues
2.6.1.1. sea
2.6.1.2. sky
2.6.2. whites
2.6.2.1. surf
2.6.2.2. clouds
2.6.3. greens
2.6.3.1. waves
2.6.3.2. seaweed
2.6.3.3. dune grass
2.6.3.4. valleys
2.6.3.5. ancient woodlands
2.6.4. greys
2.6.4.1. mines
2.6.4.2. ancient monuments
2.6.4.3. storm clouds
2.7. unspoiled beauty
2.8. big, open spaces
2.9. fresh
3. Key messages
3.1. to audiences
3.1.1. we listen and we learn
3.1.2. united colours of sound
3.1.3. adventures in music
3.2. to B2B partners
3.2.1. barrier free business
3.2.2. no ego
3.2.3. pre-cleared
3.2.4. what you want, the way you want it, when you need it
3.2.5. a better & fun way to do business
3.2.6. Green
3.3. artists
3.3.1. Fair Trade
3.3.2. Green
3.3.3. industry practices
4. Core Audience
4.1. tribal
4.1.1. thought leaders
4.1.2. influences, not followers
4.1.2.1. quirky | ideosyncratic
4.1.3. 'my tribe' focus
4.1.4. self expression | journey
4.1.5. social
4.1.5.1. conversational
4.1.6. quirky | ideosyncratic
4.2. high expectations
4.3. seen as cool older brother or sister or cool / informed best friend
4.3.1. trustworthy
4.4. unpop - anti pop
4.4.1. hates the predictable
4.4.2. hates the ordinary
4.4.3. left of centre
4.5. Geographic location
4.5.1. global
4.5.1.1. strongest areas
4.5.1.1.1. Australia & New Zealand
4.5.1.1.2. USA - bigger, cultured urban areas
4.5.1.1.3. Brazil, Uruguay, Paraguay, Chile & Argentina
4.5.1.1.4. Mexico City
4.5.1.1.5. Israel
4.5.1.1.6. Lebanon, Tunisia
4.5.1.1.7. Germany, France, Switzerland, Sweden, Eastern Europe
5. voice
5.1. clear
5.2. transparent
5.3. conversational / relaxed
5.4. honest
5.5. respectful
6. communication
6.1. responsive
6.2. open
6.3. honest
6.4. real-time, where possible
6.5. engaging
7. Character
7.1. seeing the world differently
7.1.1. innovation
7.1.2. industry leading
7.1.3. adventurous
7.1.4. anti status quo
7.1.5. maverick
7.1.6. bold
7.2. Personality
7.2.1. helpful
7.2.2. friendly
7.2.3. outgoing
7.2.4. sociable
7.2.5. reliable
7.2.6. punctual (B2B)
7.2.7. patient
7.2.8. self-confident
7.2.9. self-reliant
7.2.10. personable
7.2.11. transparent
7.2.12. sincere
7.2.13. direct