Stretch Brands is a brand-focused creative culture. Stretch has defined a brand consulting practice that is founded on a particular type of language to nurture and manage creative resources in service of Stretch Brands. This practice is underpinned by a philosophy that determines a unique opinion-centred methodology that includes a proprietary brand model for grasping every aspect of a brand. Stretch enables brands to interact in a type of bartering system based on a theoretical Stretch Currency. This provides an elastic creative environment within which brands can exchange value, with the aim of stretching individual brands and also stretching the collective Stretch brand. Stretching all aspects of a brand ensures that the most inspired solutions for brand creation and management are found. Although still in its infancy, Stretch is a different kind of brand consulting.