Thinking in silos is silly. Take mobile calling, texting and surfing. Why don’t people have enough data by the end of the month, but still have plenty of call minutes left? Because mobile brands think in boxes. And that's what BASE has changed by introducing liquid categories for BASE users, with unused units pouring over from one category into another. Fluidly.
Just as spring cleaning brings fresh air into a stuffy house, it can also breathe new life into a company or brand, resulting in an improved state of success.
