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Share Your Customer’s Values To Unlock Brand Potential

Where Is Your Brand?

Knowing where you've been is critical to understanding where you are and where it's possible to go.

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Who Matters Most?

We can show you who really matters for sustainable brand health and profitability.

Determine Who

What Matters To Them?

We help you discover the values they live by and the roles brands play in this value system.

Discover What Matters

How Should You Adapt?

We help you align the brand’s value and the customers' values, paving the way for true resonance.

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We Believe That...

Do Brands Really Have The Power To Change The World?

Here is the one true thing I know about humans having studied them in action and been one myself for many years: we are essentially “good.” 

Whether we all know it or not, we share a light of truth that binds us to one another in a spirit of belonging whereby we all have the opportunity to thrive. This is fact. However, if you disagree with this fact, feel free to stop reading and I’ll catch you later once you have experienced proof of concept…
…which wont be long now.

So, yes it ‘s true that people are naturally inclined to be good. We know that. But for too many of us these days, that light is hidden in shadows or buried altogether. At least we think it is. We have a tendency – especially in the more economically developed parts of the world – to dive too deep into the distractions of daily life, letting the shiny things substitute for soul shine and forgetting that the good stuff is on the inside. I suppose we have started to forget we belong to one another –that we are love and we are loved.

But here’s the good news: light and love are contagious. They are downright virally infectious. When one human allows their light to shine through in its purest form, that energy draws out the light in others. It is a reflection of our highest common denominator truth and the more pervasive its exposure, the more effective its result.

That’s why I like working in marketing strategy. 

While some people might think marketing is the art of fabricating stories about a product, brand or company to persuade people to buy things, I see it for its potential to give and spread the gift of truth. It is the medium through which those who direct mass-communication can remind a world full of customers to reflect, empower and spread that truth.

You see, brands have an opportunity to be so much more than shiny things that might be granted the favor of our attention for a fleeting moment in our lives. Companies who market brands have not just an opportunity but also an obligation to be more than an idea attached to the stuff we use. They can and should be the fuel – the nuggets of energy we engage with every day that help us get stuff done, driving momentum for the positive social change that will allow all humans to thrive.

It really is a pretty simple concept to break down.

A Brand is an idea or collection of ideas that has cultural meaning represented in products, packaging and marketing communication as well as in the ways that the companies who market them conduct their business. When we see a brand sharing an idea that represents a deeply held human truth, we can feel that sense of belonging to one another being validated.

So, if brands can truly embrace and reflect the highest common denominator truths that exist in (for example) their most engaged customers, they can reach thousands, hundreds of thousands or even millions of other people with that same truth. This projection of highest common denominator values not only provides an opportunity for that brand to reach more humans in a relevant way that will actually help make a more meaningful connection with that brand based on demonstrated shared values, but also begin to empower humans to make more meaningful connections with one another.

Its also important to realize that getting at those truths is not as difficult as one might think.

As it turns out, humans like to share their truth – whether they tell you or show you through their behavior or you see it in how they curate their environments and even their brand and product choices. I have spent the last 16 years listening to eager market research participants share their stories.

I have seen proof that when a brand shows interest in really understanding the human truths their customers hold dear it creates a bond that builds love – the same way it happens when you are cultivating human relationships. Because we are inclined to bond with people who care about who we are deep down and allow us to shine.

So it stands to reason that when brands and companies seek to understand their customers’ humanity, they are not only building

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The Currency of Kindness: Bringing The Love To Drive Brand Growth

Kindness has historically not been a term immediately associated with business. In fact, one might argue that such a soft word is counter-intuitive to winning, which (at least in the past several decades) has been the primary focus of corporate leadership and connected directly to things like delivering shareholder value, which is directly related to stock price, which is determined by dollar-driven bottom-line metrics like profitability.

It begs the question – at what point did we start placing monetary value before human values? At what point did conquering the competition becoming a stronger focus than connecting to customers? At

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A World of Customers is Sustainable, a Consumer World Isn’t

Customers Not Consumers

We believe that “consumer” is a kind of four-letter word. When we hear it we can’t help but wonder if people are really thinking critically about what they’re saying.Read More

You Must Understand Your Most Valuable Customer

Brands can realize dramatic short term improvements in profitability and long term improvements in brand health by focusing attention on their Most Valuable Customers.Read More

Brands Are Accountable To Society as a Whole Beyond Their Customers

We live in a time where a quick Twitter search can deliver the pulse of the global community on any topic imaginable in real-time, including a brand’s activities in the marketplace.Read More

Brand Value is a Direct Result of a Brand’s Values

As customers gain access to more information about brands’ activities in the market and on the global stage, they naturally develop affinity with brands whose values align with their own.Read More