ads infinitum, a promotional marketing firm with a 25 year history, found it's traditional customer base looking to the Internet for direct commodity buys of the products they supplied. Ulanguzi helped ads infinitum refocus their brand message on an advantage that they underestimated, but their customers valued the idea that the items they provide are simply a vehicle to creating meaningful interactions. Their real value is in the ideas they generated to solve their customers challenges. Ulanguzi helped to move the firm away from a commodity market and into a high-value relationship that benefits their customers.