The Brand Gap by Marty Neumeier which was published in early 2000, talks about how when creative professionals and business strategists can have a "meeting of the minds" or bridge the gap, on a given project, brand magic can occur. This is the phenomenon called synergy and has been the mission of Synergy Creative since 1998. I think these visuals from The Brand Gap sum up why synergy is so important to a brands success.
Witness the magic when 1 + 1 = 11
Strategy by its very nature is linear. First we do this, then we do this and then we do that.
Creativity by its very nature is non-linear.
We could do this or we could try this or maybe we should do the other thing???
This is a problem beacuse…
and brands are all about trust.
Well said, Mr. Neumeier!
Synergy Creative 
As I watched the desvitataon unfolding on live underwater cameras, I felt compelled to do something. Since I could not save the beautiful animals, I chose to sing them a lullaby, to tell them I knew what was going on, to run for their lives, and those that didn’t make it, that they are not forgotten. Animals teach us to listen to our heart sounds and react out of that loving vibration, not the meaningless ones we are taught on tell-lies-vision . I never saw a dolphin or a dog or an egret or a manatee watching tv. I urge everyone to really find out what is going on in the gulf. This is a horrendous event. Google is your friend. Find out what can be done!!! Bio-remediation, etc .. and urge others to stop celebrating meaningless holidays this summer. Ask lots of questions. Demand answers. Make the powers that be do something NOW.