As the world becomes more complex brands are increasingly used to decode complex decision making providing a mechanism for social acceptance, self-identity and self actualisation. Brands that can engender trust and are seen as authentic drive behaviour and will flourish while those based on marketing spin will fail.

We are unashamedly rigorous and believe that without powerful insights brands loose their differentiation quickly and at a significant cost to the brand owner. Balancing differentiation and relevance in order to compete for a dominant role in the customer’s category schema is tough both intellectually and creatively.

Our experience across areas such as social psychology, behavioural economics and self identity management give us an unparalleled edge in sustainable brand building. We dig deep for our solutions and do not offer them up without testing them to destruction. Once in the consumer’s real world there is no opportunity to explain away imperfections and ambiguities in the brand’s DNA.