Traditional brand management models and methods were invented long before scientists discovered how the brain actually works. Therefore, they are not grounded in a modern understanding of the brain processes driving commercial success.

Isn’t it remarkable that for each brand management project a distinct tool is being deployed; each with its own logic, metrics and KPIs? Isn’t it strange that -while the end goal is to influence brain processes- there is barely any connection, hardly any interaction and no mathematical consistency between all of the instruments in the traditional toolkit?

The truth is that the traditional brand management approach is stuck in the past. It has a limited capacity to influence what people value, like and buy, simply because it is not constructed upon a solid understanding of relevant brain processes.

This is a problem which can now be solved.