“The key to good decision making is not knowledge. It is understanding. We are swimming in the former. We are desperately lacking in the latter.”
Malcolm Gladwell, in Blink
why paint ourselves into a corner...
Information’s now easier to get and more abundant than ever. More and more, though, savvy people are seeing that it takes more than data to come up with creative, more compelling ideas for engaging people.
They say information is power. But which information? What’s signal and what’s noise? Clarity means the difference between simply describing a problem and crafting a solution that’s inspired and actionable.
the one thing that cuts through this…
Empathy. It provides context. It balances analytical thinking with emotional intelligence and intuition…
Empathy lets us make more powerful observations about people and about brands.
Instead of describing things, we can internalize them. This adds a new dimension of meaning and richness to our understanding of audiences and the relationships they develop with brands.
“Empathy will be like literacy was in the 1300s. Without it, one will be marginalized and unable to function professionally."
Bill Drayton, social entrepreneur, founder of Ashoka
It’s the engine that powers our toolkit…
Design
Personas
Personas aren’t new, but ours are uniquely valuable. Collaboratively created in workshops, they become a living framework for making data more meaningful and actionable.
Ours feel more like real people, and our clients develop a deeper empathetic bond with them. They’re also more useful, helping clarify decisions on everything from branding to marketing to partnerships.
consumer journeys
People today don't follow simple or predictable pathways with a brand. We decode their wanderings across paid, earned, and owned media platforms, in all channels and digital.
Our journeys identify their deeper needs in their pathways and uncover opportunities to engage and delight them.
BRANd
strategies
We identify how a brand relates to its audience. We use empathy to understand and socialize internally this relationship at a deeper level. We define a clear strategy for executing with purpose.
This approach ensures it's not about what's cool, or what's hot right now; it's about what's smart and what delivers the desired results.
creative briefs
& platforms
We develop creative platforms that align a brand’s spirit to design, message, content, and media. We create experiences that connect with people, and help the brand relationship flourish.
Our briefs and platforms provide the guidance and inspiration brands need to ensure they’re hitting the right notes to achieve the desired strategic goals.
It makes us flexible across diverse dimensions…
Distinct Audiences
Millennials
Recent grads, young professionals
Moms, dads, and parents
Sports professionals, enthusiasts, and recreational players
Business professionals: travelers, decision-makers, executives
Tech consumers: students, IT professionals, pro-sumers
Members of associations and interest communities
Caregivers
Trends & Challenges
The mobile consumer and shopper
Social behavior and status; sharing, posting, liking, reviewing
Fear of missing out (FOMO/YOLO)
Influencers; word of mouth; advocacy
Sustainability, green culture, social responsibility, healthy living
Health and wellness, caregiving
Acquisition, retention, engagement
Loyalty; loyalty programs
Non-profit governance models
Categories & Industries
CPG; consumer products, services
Consumer electronics, computers, technology; telecom, mobile
Enterprise B2B; small business; business technology/IT
Healthcare, pharma, medical devices, regulatory, DTC, and HCP
Travel and hospitality
Not-for-profits, associations
Loyalty, points, and miles programs
Financial services, insurance
Social Entrepreneurship