cultural research For every project, we tailor a team of experts to carry out in-depth research and cultural decoding. This is a hands-on, out-in-the-field journey designed to develop empathy and learn about the lives of the people brands serve - not just the products they consume. We use our tools and expertise to identify opportunities that are of human and cultural relevance.
with purpose Bringing to life a positioning starts from understanding and defining the principles & values that a brand stands for. To identify these values, we dive into the brand and map it's cultural affinities and relevances.
and innovation Turning a strategy into innovation and engagement only works when diverse skills are combined. We design ways for experts, business people, and all their stakeholders to learn, imagine and craft solutions together.
change Turning a business into a force of good is not a matter of marketing but an overarching transformation. We help companies deploy our business humanizing tools, and collaboratively, we turn purpose into a solid management tool that facilitates in-depth transformation across functions.
Over the years, we have authored books that document our inspirations, motivations and methods. We have developed tools to better understand human behaviors and emerging trends. We have also created games to help businesses to better understand their brand stories. Read on to learn how our tools can empower your company.
creating value people to people:
Bringing purpose back to business. A while ago, this was a provocative statement. Today, it has become an incantation in every boardroom, and the question has shifted from “should we” to “how”. This book shares real experiences and stories of purpose and marketing, and offers approaches that weave them together. All of these stories offer practical inspiration for businesses and purpose engineers. Enjoy the read!
When a brand believes in something that people want to buy into, in a given time or context, the Believer’s Pyramid is a simple tool to use. It defines any brand by the following three core elements: a human truth, a point of view and a product truth. When connected, these three elements power a brand by providing it with a product to buy, an idea to buy into and a human root to anchor their relevance.
beyond the powergirl:
Focusing on cultural decoding, this eBook advocates for gender equality and shares culturally relevant insights vital for a female-led future. Become inspired and start thinking about how your business can build a space where women are willing and free to express their genuine, unrestrained societal views. Learn how you can connect your business with female trailblazers, and thrive in a future where women run the world.
book of archetypes:
In his theory of the human psyche, Carl Jung proposed the idea of archetypes: images and thoughts in the collective consciousness which have universal meanings across cultures. When used in business, these archetypes create role models whom we can emulate. This book is a guide that helps you and your managers make sense of archetypes, and apply them in a useful way to build engagement platforms both inside and outside your organization.
positioning with people:
This toolkit enables you to enrich and tell your brand story by leveraging the wisdom of your community. The Toolkit is a web-app designed to collect group input to help inspire your own narrative by engaging with people for contribution. Activate your purpose by crafting a story with deeper cultural relevance and sourcing directly from your team, the stakeholders as well as the people you want to serve.
brand deep dives:
We love brands with a deeper purpose. Brands that thrive because they connect deeper with people. Brand Deep Dives allow us to integrate purpose at the core of a brand. See how Unilever people talk about them.
We carry out immersions to help marketers re-discover their humanity and that of their “consumers”. See from the reaction of Unilever marketers how it totally changed their perspectives.
activists dare to care:
Have you always shed away from activism because you think it will weaken your brand? Today’s consumers expect brands to do more, not just be more. With the world becoming increasingly volatile, no longer can you stand on the sidelines. This book will inspire you to tap into the power of thinking and acting like an activist to build your brand, and transform it into a powerful catalyst for change.
• Fight for what matters
• Stage the battle for a better world
• Engage your consumers in action
minds of tomorrow:
Do you fear the great unknown? Minds of Tomorrow is a tool that will help you deal with issues of an uncertain future. Our tool was inspired by the works of Professor Helmut Gaus, who studies long-term development of collective trust and doubt, and how they manifest in societal expressions, from suicide to the length of skirts.
With Minds of Tomorrow, we have created a methodology that will allow you to imagine a future for your company. Buoyed by our understanding of history and psychology, we help you to:
• Decode cultural mindset shifts in different societies
• Determine how consumers’ feelings, attitudes and beliefs will shape the next wave of business