Brands

Why is Nike a brand and Reebok a name?

Why is Apple a brand and Microsoft a name?

Why is Jack Daniels a brand and Jim Beam a name?

Strategy.

We love strong brands.

Which is why we study the limbic nerve.

It maybe the most important in the human brain, overseeing emotions, memory, learning, motivation, and body functions such as appetite and sex drive.

Nike is a brand because it creates an emotional response that Reebok doesn’t. Same with Apple versus Microsoft, and so on. The difference between brands that connect, and those that are just names, is whether they touch our limbic nerve.

How then do we create strategy for brands to connect?

We believe there are only two brand promises worth making:

it makes me feel okay as I am, or

it makes a difference in my life.

We believe brand strategy has to deliver on the promise of purpose and fulfillment.

We believe brands have to be a connector: providing connection beyond the brand to something greater.