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“A BRAND’S VALUE IS MERELY THE SUM TOTAL OF  HOW MUCH EXTRA PEOPLE WILL PAY, OR HOW OFTEN THEY CHOOSE THE EXPECTATIONS, MEMORIES, STORIES AND RELATIONSHIPS OF ONE BRAND OVER THE ALTERNATIVES.”

Seth Godin

Business is tightly connected to values. Strong brands convey strong values customers can relate to. As emphasised by Howard Schultz, CEO of Starbucks, people will stay loyal to a brand, if they believe in shared values with a company. This in turn defines the brands value, which comprises of:

  • How much extra people will pay due to the specific brand.
  • How often people choose the brand.
  • How often people recommend the brand.
  • For which reasons people choose a certain brand.

We support our clients in developing a strong brand character and in staying true and consistent with their brand messages and brand designs. Therefore, we rely on our knowledge in neuromarketing. By combining creativity with the principles of neuroscience we can effectively alter the way a brand is perceived, how accessible a brand appears to be and what emotions it evokes. A brand is directly connected to the application of colours, proximity, emotional language and the emotion expressed in the imagery. With this knowledge and the appropriate tools we are able to influence emotions and thus control brand perceptions.

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