Interpret and culturally understand emotional significance
Why are Emotional Economics the difference between success and failure?
Emotional economics deliver actionable insight and understanding of the usually messy, inaccessible, and intangible human side of brand value.
Emotional economics exposes the most valuable element of a brand: How consumers feel and the value it drives.
Emotional Economics provides actionable insights that reveal dissonance between brand promise and brand experience - crucial intelligence when making decisions.
Emotion is not irrational. It is the foundation of consumer decision-making, employee engagement, and brand loyalty.
Emotional economics value sits in 3 buckets:
Brand Equity in the Hearts and Minds of Consumers
The Real Value of the Brand
Due diligence and actionable insight to inform decision makers
Delisting your brands - the Right Thing to Do
Delisting might feel like admitting defeat - but done strategically, it's the opposite. It's a signal that you're playing the long game, managing the 4p's of marketing. That you care not just where your brand sells, but where it belongs. And in a crowded market, belonging matters more than ever.
China had been an expensive and dismal failure.
Third time ‘Lucky.’ Yet there was no luck behind the third iteration – it was based on emotional economics, what mattered and why. It exposed what the water should taste like and how it should feel – the mood shift required and what subtle, subliminal messages should be present in the comms.
The Future of M&A is Emotionally Intelligent
Whether you're a dealmaker, strategist, investor, or brand leader, now is the time to expand your lens. Don't just ask what a company earns. Ask how it makes people feel. Because in the end, emotion isn’t the opposite of business logic. It is business logic—just in a language most haven't yet learned to speak.
Case Study: Mergers & Acquisitions - PJ Smoothies
The one consistent to this is the value that emotional insights give into the potential of the brand.
Most accounting is based on a rear-view approach – what has been earned. Our insights are able to value the potential going forwards...
The difference between a Stella investment and an expensive misstep if you’re in mergers and acquisitions.
Emotional Economics provides actionable insights that reveal dissonance between brand promise and brand experience - crucial intelligence when valuing for any M&A decision.
Case Study: The Lynx Effect: When Cultural Fame Becomes a Brand Challenge
Emotional Economics provides actionable insights that reveal dissonance between brand promise and brand experience - crucial intelligence when valuing for any M&A decision.
The Emotional Economics Advantage: Why it’s the Missing Link in M&A Strategy
Whether you're a dealmaker, strategist, investor, or brand leader, now is the time to expand your lens. Don't just ask what a company earns. Ask how it makes people feel. Because in the end, emotion isn’t the opposite of business logic. It is business logic—just in a language most haven't yet learned to speak.
How 3 Behavioural Science Secrets Can Transform FMCG Brand Growth.
In FMCG, milliseconds of decision-making shape billions in revenue. These moments are powered by deep psychological shortcuts. Brands that decode and design for these behaviours — simplifying choice, building emotional relevance, and reinforcing identity — will win the hearts, minds, and baskets of consumers.
Case Study: Peroni Paranoia - A class above
The nightmare of brand erosion and demise à la Stella was avoided and Peroni retains its pre-eminent position as an upscale lager, an Italian style icon and a power brand.
The emotional mapping and liquid insights delivered success because it showed what you should and shouldn’t do with the product and gave the whole team confidence in execution via a shared vision and understanding.