Our Core Thought

The job of the core thought is to bring the 4 coordinates together into a simple articulation of the brand. It is not a strapline but a clear encapsulation of what lies at the heart of the Isle of Wight. The core thought for the Isle of Wight brand is:

                  “natural dynamics”

What this means is that natural dynamics are the force that make the Isle of Wight a different and special place to live, work and visit. It's a different kind of spirit from anywhere else because only the Isle of Wight has this particular relationship between the natural environment, its people and their lives.
We can see natural dynamics at work in the informality of business relationships, the non-hierarchical culture that we foster and the way in which young and enterprising businesses actually get off the ground here.
We can also see natural dynamics in the work life balance that people enjoy on the Isle of Wight - it's as if the edges are blurred between our day to day lives and the people we want to be. So people really can leave work and be on the sea within a few moments or step out of their back doors and instantly be in an area of outstanding natural beauty. It's just much easier to get close to this 'other' world than it is in other parts of the UK or the world.
This spirit or 'force' can also be seen in the sports we excel in and the people we celebrate on the Island - natural competitors who drive themselves hard but are real and human to the core.
This is what our brand is all about and why over the years we will find ways to invest in people, enterprises and initiatives that embody the spirit of Natural Dynamics across the Isle of Wight.