We believe Brands must be more than a promise, or a positioning, more than benefits, they need a Human-Centric Idea™, that has the ability to transform the way a person thinks, feels and ultimately behaves.
Human-Centric Branding™ demands that: “we stop interrupting what people are interested in and BE what they are interested in” – Axel Chaldecott
Human-Centric Branding™ starts with a simple thought, that if you create something relevant, useful and therefore valuable to your customers, they will stop and listen to what you have to say, and they might even talk about you.
This approach requires that brands prioritise understanding People and their Behaviours, and through a combination of powerful insight and human imagination the potential to create a Human-Centric brand is born.
Human-Centric Branding demands that we shift our thinking in the following ways in order to create a Human-Centric Brand that captivates and activates.