If we told you that doop was born over margaritas in a New York rooftop bar, would you believe us? Or that our brand vision and offering was imagined on an 8-hour flight back to England, over McDonalds fries and vino? (True events). But the truth of the matter is, doop was a concept in the making from the day we met – we just never knew it. Inspired by the term doppelgänger, doop endeavours to reflect a brand's DNA and bring it to life, through in-depth discovery and insight-led strategies. This is an approach we have championed and implemented across many established and emerging brands. But we've noticed that it isn't always deemed as important as it should. We passionately believe that having a crystal-clear view of your consumer – and the segments that make it up – is invaluable. And to truly resonate with your community of consumers, brand authenticity must sit at the centre of all business, brand and marketing decisions. These principles sit at the core of what doop does.