In practice, brand positioning and communication is often all about the product or the USP. However, this type of brand communicatiion does not reach the target audience because it does not trigger emotions and it is not inspiring enough. The limbic system in the brain -reponsible for the unconscious perception, evaluation and triggering of behavior - is not addressed in this way.

95% of all decisions are made unconsciously -even purchase decisions. Various consumer behavior and brain research studies have already shown that the emotional enhancement of a brand is not achieved through rational derivation. Because human behavior is controlled by emotions -by communication that stimulates the limbic system: People don't buy what companies do, but WHY companies exist. Studies have even shown that clear emotional positioning has an effect in people similar to that of religion.

The basic motives and the authentic culture is the true corporate identity. This where companies differ from each other -in people who share a belief and values in a company. We support companies in sharpening their emotional brand positioning and adopting a clear positioning that unconsciously addresses the relevant target group (psychometric profiles) in their limbic system.

The emotional WHY positioning should then also be adequately implemented in the brand communciation. In practice, this gap of the correct sensory implementation of the emotional brand positioning can often be observed. People "tick" differently and perceive communciation differently through their senses. Language, images, stories, music etc. are all codes in sensor technology and people decode within milliseconds in the brain based on their motives, experiences and attitudes.

We support companies and their advertising agencies in finding out their emotional WHY and then implement it adequately in the sensory codes of communication according to the target group.