Our Approach
Consumer Insight
The first rule of marketing is ‘You are not your customer’. Even when we are consumers of our own products we don’t perceive our brand the way other people do. Consumer insight is the essential foundation of effective strategy. It’s by understanding consumers’ needs and attitudes that BrandScience develops effective brand positionings and creates brands that are distinctive and differentiated from competitors.
Understanding people
According to the Noble Prize winning Behavioural Economist Daniel Kahneman, people are ‘predicably irrational’. We may believe we act logically and rationally but it’s been estimated that 95% of decision making happens in the subconscious brain. Rather than being considered and rational most decision making is implicit, emotional and fast. At BrandScience we understand how the conscious and subconscious brain work together in driving purchase decisions and we apply this understanding in our approach to developing brand, marketing and creative strategy.
Effectiveness best practice
During the last decade, thought leading organisations around the world have significantly advanced our understanding of what makes marketing and branding effective. However many marketers and business leaders are unaware of these data based principles. BrandScience understands effective marketing and branding and can work with your team to apply best practice to your business or organisation.
Creativity
Great brands don’t appear by magic. But a sprinkling of creativity over everything we do can add a little magic.
“It’s our insight into what makes brands effective, combined with our understanding of people that allows us to work with clients to create beautifully effective brands”
— Carolyn Schofield, BrandScience