Playing with science
In our pursuit to unleash emotive meaning, we play with science and apply innovative tools. 23plusone, our proprietary scientific program, is at the heart of how we operate. It provides for the emotive meaning essential for creating highly appealing brands.

Sense of reality
We operate at boardroom level as we sync our creativity with organizational strategy. To optimize emotive appeal, we validate our creative concepts with involvement of various stakeholders. Together with our clients we share the responsibility for positive results by finding the right conditions both inside and outside the organization.

Result
Our clients benefit from a highly engaged organization, with an emotive strategy validated and internalized by all relevant stakeholders.

BR-ND the appeal company
We beautify the world with emotive meaning. We create appealing symbolism. We engage in inspiring dialogue. And we use cutting edge web-based  tools.

Contact Alexander Koene or Kim Cramer PhD and allow us to introduce you to emotive thinking.

Contact
Pedro de Medinalaan 69
1086 XP Amsterdam
The Netherlands
+31 (0)6 19 95 30 17 or
+31 (0)6 19 65 91 45

Inspiration during this BR-ND XXX session on the 21st of February 2012 will come from Jeroen Timmers (Giving is all we have) who will share his ideas he started developing during an expedition to Central America in 1211. Time: 16:30-18:30 Location: BR-ND Office in Amsterdam. RSVP: welcome@br-nd.com

What is BR-ND XXX? Friends of  BR-ND will get a 2-monthly shot of inspiration (and drinks off-course).

Brain scanning. A while ago, I was introduced to it not only as a branding researcher, but as guinea pig as well. It was impressive to lie there. To have conscious thoughts about the images I saw, while realizing that the researchers could see my unconscious feelings. For example, I was shown pornography and thought “not for me.” But what did I subconsciously feel? Could others see that, without knowing it, I found it very attractive?

“People can not tell what they think, simply because they do not know” neuroscientists say. We post-rationalize our behavior, while having no idea what our true motives are. I’m convinced. Many irrational decisions and actions in my life proof it. It’s great that there are alternatives to self-reporting methods and that brain research is now extending from the medical discipline into the branding business. It provides opportunities to develop new knowledge and create beautiful brands that feel good.

And although there are still a thousand questions to answer about the validity and applicability of brain scanning, my curiosity is already aroused by other ideas, stories and research. As we now know better than ever that our subconscience steers our behavior, shouldn’t we look further than the brain?

According to the Institute of HeartMath, our heart, just like our brain, unconsciously guides our behavior. Attraction and repulsion can be measured by the rhythm of our heartbeat. Heart and brain work together according to the neuro-cardiologists, but the heart has a much greater impact on the organisms around us, because it’s electromagnetic field is 5000 times as powerful than the brain’s. Through our hearts we unconsciously communicate with other individuals and are always connected.

But also non-Western science provides inspiration for further thinking about our behavior and the subconscious. A good friend traveled the world and came back reborn, after spending the last days of his trip with shamans, intermediaries between the human world and the spirits world. Influenced by the plant medicine Ayahuasca and treated with twigs, he underwent a complete physical, mental and spiritual reset. An incredible story, but certainly not implausible. The ancient knowledge of these cultures surpasses our Western science at least in age.

It will take years if not decades before we are able to better explain our behavior and we will probably never completely get it. Combining existing ideas creates the best new knowledge. Maybe next time I take some Ayahuasca before I lie down in the scanner?

By Kim Cramer

Original post at SWOCC http://www.swocc.nl/column/over-het-brein-het-hart-en-ayahuasca.php (in Dutch)

Now isn’t it time for change?

Over the last couple of decades our capitalist system has come to exist with the purpose to make (more) money. Instead of creating sustainable business aiming to help people. It seems that organizations have gradually lost their social responsibility. Business has become a money game. The more the better. Money justifies it all.

The need to modify our current economic system, resonates on the frustrations in society. People, both left and right, young and old, are angry. Anger that is being projected at banks, telecoms and other dinosaurs of the old system. An anger that increasingly results in apathy against the trade unions, religious institutions and political parties.

Now that people are becoming united in their desire for change, how can we shape our desire for a better, fairer and happier world?

At BR-ND we have our own ideas on this. More than ever we wish to contribute to a beautiful world by promoting a new kind of emotive branding. We believe that individual organizations, small and large, can make that difference by recognizing that people and brands are human after all. Such emotive brands will lead the way and others will then have to follow.

In short, we believe organizations must embrace a new kind of thinking in their leadership, resulting in new social capital. They will need to redefine their success from a profit to a genuine human orientation. Their leadership team will have to become vulnerable, open and kind. They need to cultivate a style that encourages transparency and collaboration. They will support their co-workers to develop their talents and make autonomous decisions. And inspire through collective purpose. An emotive goal to somehow contribute to a better world. With more focus on the collective good, than the individual benefit. Such leaders will playfully connect and engage in dialogue. They will install new rituals and symbols to engage and motivate people.

It will be tough for the C-suite operators to change their style, thinking and behavior. Most will not succeed. But we have no doubt that a new type of leadership will enter the corporate boardrooms.

We wish to help such leaders with unleashing the emotive core of their brands. Leaders who will understand that their employees, their clients, suppliers and shareholders are human after all.

January 1st 2012

Alexander Koene, BR-ND

As most financials, insurance company REAAL struggled with its reputation. Although people weren’t extremely negative about the brand, it was considered at least kind of ‘empty’ and ‘cold’. Net promotor scores were negative. Time to change and adapt to new realities.

Challenge

How to (re)position the brand to be loved by both employees and consumers?

Result

Both the BR-ND Insider and Outsider were used to compare the internal and external appeal of the brand. It was striking that both the insider’s and the outsider’s image of the brand showed a gap with the way people internally felt about themselves and their organization. The brand positioning was redefined during the BR-ND Kitchen, largely based on the company’s identity: being a caring and passionate group of people striving for the best for their clients. REAAL goes back to it’s roots: helping people who need help. With a giving attitude. BR-ND visualized the new story with an internal brand movie. The advertising agency is preparing a new campaign to support REAAL’s brand appeal. Expected soon.

Thank you clients, friends and family for your trust, encouragement and love. Our first full year in Amsterdam has been an exciting roller-coaster in which we met with wonderful people, cool ideas and new technology. A year in which we traveled from San Francisco to Stockholm and from Chicago to Vienna. And while BR-ND is fortunate to enjoy a new era in our existence, we are aware that the world is in turmoil and many are less fortunate. More than ever we wish to beautify the world with emotive branding. Such brands can make people happy. Such brand can transform organizations by uniting people in a common dream.

BR-ND’s branding diva’s en maestro’s wish you and your beloved ones a wonderful 2012.

SaS 2012-1-3 newsletter

Further to SIME Amsterdam earlier in 2011, we were back on stage with the latest stuff on fMRI brainscanning. Commissioned by one of our beloved clients, we have been creating a fresh new identity for a mighty online media corporation. To make sure we again develop the most appealing symbolism on this one, BR-ND cooperates with professor Victor Lamme and his brainy people of the department of psychology at the University of Amsterdam. In total the grey matter of 32 respondents has been exposed to a series of new brand names and logos which has pointed us to the most emotive option. This new brand identity will see the light of the many by march 2012. At SIME Amsterdam 2012 we will shine more light on this most innovative branding case.

Now come on and watch the below prezi.

Over the past decades, corporate leadership has become obsessed with maximizing shareholder value. Nearly every measure taken in the corporate boardroom was justified by shareholder value. At the end of 2011 the Western world is sunk deep in a recession, which started in 2008 with the meltdown of the global banking system. And today, corporations driven by their financial greed, quite rightfully face a widespread distrust. This distrust cannot any longer be ‘repaired’ with positive brand communications, as it will backfire through powerful social networks.

Most senior managers will agree (just as I did) that these beliefs drive corporate decision-making:
- Leadership team is focusing on maximizing shareholder value.
- Bonus schemes align the interest of management with shareholders and steer employee motivation.
- Senior management is appointed for 3-5 years to show hard results.
- Brand marketing drives customer demand.
- Societal concerns, if recognized at all, can be addressed with CSR programs.

These belief systems have had their best days. Shareholder value thinking and bonus schemes lead to short term financial focus, which by definition ignores the long term continuity. Furthermore it has been proven over-and-over again that people are not motivated by money, but by development of their talents, autonomy in their actions and meaningfulness to others. And lastly, shareholder value ignores the consequences for the community nor does it develop the emotive capital of the organization.

From greed to great by unleashing the emotive capital.

Continuity and growth of an organization will be maximized, when profits are not taken, but instead re-invested to add even more value to society. Most companies are not started by their founders for mere profits. They exist to innovate, make the entrepreneur’s dream come true and help other people.

Autonomy, meaningfulness and talent development are more powerful motivators than obscene financial schemes. Financial bonuses work best for lowly educated workers with simple and repetitive jobs. Even worse, higher educated people with creative jobs and a higher fixed income are demotivated by financial schemes, as it reduces their autonomy, makes them risk averse and kills their creativity to add value.

Addressing meaningful social issues and helping people to better their lives, has to be the fundamental existence of any organization. As soon as these things are seen as separate CSR initiatives, it becomes clear that it is not part of the existing ‘dirty’ business. In this context the (corporate) brand has to be repositioned as the ‘meaningfulness’, the compelling framework which links people with the organization’s emotive capital.

Brands which depend in their existence solely on clever consumer insights, without linking to an intrinsic social purpose, will cease to exist. Such brands will increasingly be recognized as a fake trick of the marketing department and their advertising agencies.

by Alexander Koene, BR-ND The appeal company

Before I became a ‘Doctor’ in the area of branding, I used to spend at least 12 to 20 hours a week dancing and singing at Diana Meijer ShowBizz Academy. Classical ballet, jazz, tap dance and showdance, I followed classes and gave my own. Almost every weekend I performed professionally with my (girl)friends, often wearing not much more than bikini and feathers.

When I started working at Positioneringsgroep, I hesitated to tell my new colleagues about my ‘other life’, but when you are passionate about something, it’s very difficult to hide. The only thing I really was afraid of, was meeting CEO’s and other boardroom members at their corporate parties. I always had this nightmare of presenting branding strategies to men in suit during the day and being recognized by them during the night, while doing my sexy moves on stage. At the same time, I enjoyed seeing top managers in the context of fun and entertainment. Instead of being serious, status-sensitive businessmen, they loosened up, dancing and singing, not afraid to be laughed at while failing to pass under the limbo stick. They became … human!

I haven’t been performing on stage since I became a mom two-and-a-half years ago, but at BR-ND I still use the learnings from my time as a showdancer. When people are having fun, status disappears and people tend to be more vulnerable. Vulnerability, to my opinion, is one of the key success factors of friendship and cooperation.

Oh, in case you wondered, I never stood face-to-face in my feathers with someone I just met in the boardroom. Being older and wiser now, and less afraid, I wish I had!

By Kim Cramer PhD

Intuition is a funny thing. It’s that little voice inside claiming to tell you ‘the truth’. That little voice telling you what you feel. That voice we often discard, as there are rational arguments telling us differently. And rational arguments to convince others. But, as I should know by now, people are not driven by rationality; they are driven by emotional appeal.

Although these particular business owners used rational arguments to explain their decision, I must accept that I just wasn’t emotionally appealing enough to them. Maybe they listened to their intuition earlier then I did. BTW, they have amazing plans and I wish them all the luck.

By Kim Cramer PhD

*Thinking emotive, co-creating the solution, integrating disciplines and involving all employees in the transformation.