Discover the story that connects the soul of your brand with the heart of your consumer
Core Beliefs
People don’t just buy things, they buy the story about the thing.
- Emotions drive behaviors.
- The bigger the purchase, the more emotional the decision. Think about the way you bought your car, or your house.
- We have an emotional relationship with every brand we choose.
- Strong brands tell a story because stories connect with us on an emotional level.
- Iconic brands tell an archetypal story.
- Consumers need a “rational alibi” that aligns with their emotional decisions because they see themselves as rational beings.
- The customer rarely buys the thing you think you are selling.
- Products are what you make in the factory. A brand is what the customer really gets.
- A strong brand can be the feather that tips the scale in an otherwise commodity relationship.
- Just as we all share a common physiological DNA, we also share a common psychic inheritance–we are not a blank slate.
- The little things you do matter far more than the big things you say.
- A brand is far more than your logo.
