Harmony is about establishing a balance and sync at various levels. This includes breaking silos and sustaining consistency to function together. Be it external or internal relationships of the organization Harmony is a principle to having verbal, visual and behavioural balance defined and in place always - the hallmark of good brands.

Humaneness is a fundamental premise of activating the HE Framework in B2B businesses. The thought of having an organizational mind and heart that displays empathy, and compassion evokes a sense of direction, not only purpose. In our times, this outlook could help the people, the planet, and businesses.

Happiness comes with results. And results mean different things to different stakeholders. A good business challenge resolution happens when brand thinking ensures the output is as per expectations and to the satisfaction of intended stakeholders.

Honesty is all about Living True to the values of the business and the brand. It is also a measure of our performance to see how we perform. Primarily, this is when the brand starts living its true self and interacts with stakeholders in its environment of operation.