Brands, we believe, display very human characteristics and behaviour – they want to be adored and admired, they want people to remain true to them and not stray, and they want nice things said about them when they are not in the room! Putting it into three words – love, loyalty and advocacy.

So, we explored the idea of using a tool that is effective in deconstructing human behaviour to see if we could use it to analyse brand behaviour. Our search led us to the four colours of the HBDI, the Herrmann Brain Dominance Instrument – the most stable and scientifically proven psychometric profiling tool.

With the support and encouragement of the team at Herrmann, we adapted their process and created the first and only Whole Brain^® Brand Profiling tool.

This software application allows us to explore the feelings and attitudes of both your target audience and your team to see how we can most effectively align their thinking and behaviour and then determine the best path for the brand’s future. We call this the ‘Brand Trajectory’.

In implementing this strategy, we’ve adopted Whole Brain^® Thinking as an ‘organising principle’ across everything we do. We’ve found it creates a common language and understanding within an organisation and promotes very high levels of participation and teamwork in getting the job done.