Imagine with me that you are looking for a dentist. Fun, right? What do you tend to feel when you think about going to a dentist? 

A few bad experiences ruin it for everyone sometimes. There are some amazing dentists out there that can make something typically unpleasant, very comfortable. So if you are one of those "good guys", how do you get noticed?

So this is where we started with him, we put words to his brand...