We believe brands exist in the minds of consumers as emotions, symbols and beliefs, but in a practical sense these perceptions are shaped by every day to day interaction with a brand.

To help clients build strong brands we need to explore how the brand resonates in different contexts: the consumers’ world, the competitive market place, the minds of stakeholders, the broader culture and at both conscious and sub-conscious levels.

Brands that struggle to differentiate are often focusing too much on finding distinctive characteristics and personality, whereas we believe they should seek to find a role that reflects the brand’s core belief and which has a real meaning and relevance in people’s lives.

Our brand research incorporates the influence of planned and managed channels as well as social media and word of mouth.

To find out more, contact Sue van Meeteren or Peter Totman