Why a brand? It's important to have something specific that: • Inspires • Gives you strength • A point of focus • Is aspirational • Challenges you to be more than you are • Generates pride   So the idea of a specific focus, led to the creation of the Defiance Combat F.R.A.C.T System© brand. It also enabled me as the creator of the system to focus my energy into a brand that was also about my own journey and to keep in check my own ego, which is not a small thing. This as it turns out is also an important factor for those involved in the program, it's not about you, it's about the knowledge, the learning, the coaching and the journey; a strong brand is a focus point for this thinking. Why Defiance Combat? Deciding what to call a self defense system is a little like trying to name your new born child, whatever you come up with, at least half of the people you tell the name to are going to think, "well I wouldn't call mine that". Though in time the name fits the person rather than the other way around, so what's in a name? Let's look at the dictionary definition of the word defiance: Entry: de·fi·ance Pronunciation: \di-'fi-?n(t)s, de-\ Function: noun Date: 15th century 1 : the act or an instance of defying 2 : disposition to resist : willingness to contend or fight I was particularly drawn to 'willingness to contend or fight', which was the tone that I was trying to set for the brand, to me this says that 'we are prepared to fight or to stand our ground' in regards to any level or type of aggression, be that a physical threat or an act of bullying in the workplace. It doesn't say that we will win in terms of 'beating' the other person or the situation, but it does say that we are willing to make a stand, to be defiant, to live brave. Defiance Combat is of course at its core a physical system engineered to save lives or enable people to defend themselves in threat situations, it is also something more. It is representational of something which is in itself part of the engineering design, the word defiance, the strap line and the generic person and the angel wings are all part of a sense that when under threat you are able to call on something greater than your own strength (however strong that may be)....something you believe in, being defiant. Explain the Strap Line: Strength From The Heart What's in a strap line? Quite a lot as it turns out, especially when you consider that the ones you truly remember are so linked to the product that the product triggers the strap line and vice-a-versa. If I say 'Just Do It', most of us are straight away think Nike, 'Vorsprung Durch Technick' triggers Audi and if I say 'KFC' you've got 'Finger Lickin Good'; you get the point. "Strength From the Heart" Strength From The Heart is telling us that our true strength doesn't come from the fist or the biceps, but in our understanding and faith in our own conscience, intelligence and personal will. It says that training in Defiance Combat is at its source about finding a place of true comfort with who and what we are as human beings and that it is this foundation that becomes the enabler for us to be defiant in the face of aggression, whatever form that may take and in whatever scenario we encounter it. Explain the statement on the t shirts: “What You Give I Return Twice” The phrase 'what you give I return twice' is a cornerstone to the underpinning strength of the system, an intellectual position that is designed to focus the mind and the resolve in training, reflection and in real time scenario's.  "What You Give I Return Twice" This is a place in the mind to take a stand, a position that one arrives at, that demonstrates to oneself and others that you are prepared to step beyond the obvious reaction of aggression and operate from a place of intelligence, thought and responsibility. In Defiance Combat there is plenty of room for handling a physical threat with a physical response and in this case 'what you give to me I'll give back to you in multiples of two', is an important mindset that is designed to focus the mind to a 'rapid response' that overwhelms the opponent and threat. However it's also important to recognize the other end of that scale as being as valid and correct a response as the one above, the capability to walk away, to respond with intelligence, to have prepared to not respond with verbal or physical aggression with twice as much focus and determination is also part of the power of 'I return twice'. Explain the angel The angel is a representation of a normal person being faced with a challenge and making the choice to stand their ground. In many ways this has nothing to do with a physical challenge, as is the whole point of Defiance Combat, it is about any form of personal challenge and the steps that enable the individual to be defiant; to find it within themselves to resist, to be willing to stand their ground and to fight (be that mentally or physically) against threat. Angel Protective, guarding(Guardian Angel). From the greek ‘Angellos meaning messenger’. I like the idea of Defiance Combat having a message. The wings symbolise purity & freedom Figure Though a man, could be a woman or a child. Not a thug, not weak, not overly strong, a generic representation of a human being, being strong Posture The pose is strong, willing to fight. Though not threatening, would prefer not to be in conflict. Though willing to take a stand, refuses to be weak. Doesn’t need to win, not willing to be a loser. Defiance Combat: Brand  - The thinking behind Defiance Combat© 

"I was particular drawn to 'willingness to contend or fight', which was the tone that I was trying to set for the brand, to me this says that 'we are prepared to fight or to stand our ground' in regards to any level or type of aggression, be that a physical threat or an act of bullying in the workplace. It doesn't say that we will win in terms of 'beating' the other person or the situation, but it does say that we are willing to make a stand, to be defiant, to live brave." Guy Bloom Creator of the Defiance Combat F.R.A.C.T System© home - contact - downloads - guarantee - photo’s - sponsors - step 1:  foundation - step 2: advanced - step 3: elite - book - vision - brand - the way  next evolution - faq - texas - history - core principles - terminology - guy bloom - law - copyright - articles - termsofsupply - termsofuse - privacypolicy Copyright © 2010.Defiance Combat F.R.A.C.T Self Defence.2010. All rights reserved