As a part of our Brand Development Process, OIC endeavored to revisit assumptions and thinking about Sun. In the discovery phase, we talked with executives, employees, customers, and public relations specialists. We researched the perspectives available through media outlets and the Internet as well. What became evident was Sun’s "rock solid" commitment to revolutionary technology regardless of economic circumstances, and that the "Take it to the Nth" campaign was talking over the heads of their core audiences. Sun needed to express confidence and a brand that business decision makers could understand. To steer the course, OIC suggested that they go back to the basics by championing their CEO's values and adopting the original Sun call to arms, "The Network is the computer."