The founder of StrategiCom, Wilson Chew, is fond of telling clients that a brand is not a brand until it becomes famous. And the way to make sure the brand becomes famous is through clear and consistent communications using the right mix of integrated marketing communications (IMC) tools.

The Sphinx model has two basic components:
1) What to say
2) How to say it

This model helps clients to figure the right message to communicate to their internal and external stakeholders as well as choosing the right mix of media to communicate this message via.

IMC is particularly important to a B2B company because their target audience is usually very specific and very niche. So, the typical tools of mass communications that a B2C brand has at its disposal may not work for a B2B brand.