Together with founders László Mérő and Balázs László Szekfű, English communication expert and LSE professor Paul Marsden devises the main concepts that forms the basis of the work of the company.

The Meme Map designed by Darwin's Marketing Evolution

Like the genetic map of a biological being, the meme map of a „thought-being" shows the key memes that define that thought or memeplex. A successful meme also survives in mutant versions of the original message. The Meme Map is:

* a tool to summarize the major research findings
* a basis for the development and testing of recommendations for marketing
* a touchstone for the memetic assessment of creative materials.

Memetics is a new and dynamically growing science that studies the propagation of ideas and the evolution of culture. Like genes determine the specimen's traits and the evolution of species, the thoughts of the individual and the evolution of culture can be traced back to basic cognitive elements called memes (a term coined to indicate the analogy with genes).

The science of memetics adapts the methods of contemporary biology to social psychology, and thus, to marketing. Like genes generate living beings, memes generate thoughts. Slogans, sayings, tunes, discoveries and fashion are examples of „thought-beings" generated by the memes.
Like genes can generate an amazing variety of beings (if the eyes of a human and his dog are both brown, it is due to the same gene), memes generate an amazing variety of thoughts.

By applying memetics and networkology together, it can be examined

* how various thoughts and concepts fit into the minds of people
* how they associate and interrelate with other concepts
* what are the paths and mechanisms of spreading the ideas within a given target group.

With our methods, memes and their propagation paths can be purposefully designed to endow messages with benefits of natural propagation in reaching their targets.

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