Rethink how your brand
make people feel
Rethink how your brand
make people feel
Brands that establish a deeper, more meaningful connection based on purpose and emotions will thrive in the 21st Century. These brands don”t just feel better, they perform better. BR-ND is an Amsterdam brand strategy firm that will help transform your business by making your brand matter to more people.
But what if you do not have one, but several brands? One brand is complicated enough. Even so, most organizations have a portfolio full of brands, sub brands, product brands and names. Sometimes originated from mergers and acquisitions, sometimes from innovations, and sometimes from… well, from what actually? Kim Cramer earned her doctorate in this field, so be prepared for rocket science.
We have been pioneering emotive branding since 2007. Our starting point is that behaviour is driven by how your brand makes people feel. Intuitively people pursue 24 fundamental drives, such as friendship, curiosity, winning, health and sexuality. Touching people in the full spectrum of their emotive repertoire evokes happy feelings, a sense of belonging and drives behavior.
We use state-of-art web based tools. They provide for insight, inspiration and engagement. All of them include 23plusone as the red line. With these tools we can tap into collective intelligence and create internal engagement in order to make people aware and stimulate behavioural change.
Organisations become only successful if they have a happy culture. Culture has a lot to do with behaviour. To develop positive behaviour is one of the most difficult challenges for a leadership team. Are you interested in the happy and productive habits of BR-ND? Do you want to know about what we are proud of and unites us?
BR-ND has been founded by Kim Cramer PhD and Alexander Koene. Since 2007 we have been specializing in emotive branding. We believe branding is about people. Happy people perform better, not only in financial terms. We aim for happy relationships between our clients and all their stakeholders.
Identification and inspirational documentation of how your organization adds value. It's about why you exist and why that is important.
About your culture, values and behavior. It provides strategic direction how to create happy and inspired people both inside and outside your organization. Documented this in what we call your Brand Heart.
Identification and inspirational documentation of rituals and exceptional behavior. A turbo on your culture. We call it your Heartbeats. Generated through collective intelligence. Translates abstract corporate and brand values into behavior people can be proud of. And identify with. Read ours!
Creation of the aesthetic expression of your brand. Think design, style, naming, slogans, sound, smell. We collaborate with the best experts in this field and make sure it all hangs together.
23plusone is a science based method to facilitate awareness and dialogue on meaningful connection. It brings people together - both in business and private life - based on positive feelings and beliefs.
It bridges individual and collective drives and behaviors. Helps organizations to unleash their emotive core. Not just the C-suite, but all people inside (and outside) your organization. Everyone can be involved in a positive transformation. We believe everyone should be, if you want to succeed in whatever motivates you.
23plusone stems from scientific research by Kim Cramer, PhD. and Alexander Koene. Starting point was that positive behavior is driven by how happy people feel.
Intuitively and subconsciously people pursue happiness by following 24 fundamental drives, such as friendship, curiosity, winning, health and sexuality.
Touching people in the full spectrum of these drives evokes happy feelings, a sense of belonging and drives behavior.
An online brand experience that reveals the current identity and future ambitions of your organization as perceived by your employees.
Grasping the cognitive and emotional dynamics at individual, work, organizational and brand level. Through active engagement of all people involved, it results in active participation in the branding process.
Your stakeholders are part of your brand. To understand the image of your organization, ask them. To shape the future of your organization, engage them. To be successful, inspire them. Make them your true ambassadors.
The Outsider is a unique research and engagement tool that reveals how your brand makes people feel. Their needs. Your relationship. What they experience now and what they wish for.
The Kitchen pushes creative co-creation of strategic direction to new levels, where we learn and create together, get more inspiring results faster and have more fun on the go. By blending input from the Insider and Outsider with inspiring stimuli while we follow gaming principles.
Both conscious and subconscious intelligence is ignited to develop appealing brand recipes. Identify the emotive dynamics of your organisation in such a way that it really touches the heart.
Invite your employees and stakeholders on a online platform to engage in dialogue about your brand. A closed accessible and safe place where everybody can engage in the discussion on purpose, values and behaviour. Various surveys, games and posts, based on the results acquired in the Insider and Outsider, will stir up the discussion.
With the Brand Fan we are able to visualise current and future brand portfolios and brand architecture. Complexity made simple in order to easily make portfolio strategy decisions and monitor progress. The model is based on the dynamic relationship between the degree of dominance of other (sub) brands, category names and propositions.
The dynamic relationship is important, since, in practice, brand portfolios are never static. It translates complicated portfolio management into a comprehensible and practical instrument for branding and non-branding professionals throughout the organisation.
We are a boutique consultancy specialised in brand strategy and organisation development.
On client projects we form teams of experts in research, strategy, visual and verbal expression.
BR-ND is member of 23plusone Friends.
Regularly we have positions for trainees and graduates. Young talented professionals about to graduate, or who have already finished studies and first want to get some working experience with us. hebben regelmatig posities beschikbaar voor trainees en graduates.
The last couple of years we have trained students and graduates from TU Delft, InHolland, HvA and UvA. Specialized in communication science, service design, industrial design, or behavioural sciences, After 6 to 12 months they move on and many of them now have wonderful positions at creative companies. We are proud of contributing somehow at their development.
Are you interested? Then contact Kim Cramer!
KVK 54053315 AMSTERDAM
® BR-ND, 23PLUSONE, EMOTOME are registered brands of The appeal company BV