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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.

With the scientific method of 23plusone by Kim Cramer, PhD and Alexander Koene, appealing emotive brands are created.

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Corporate values must mirror human drives as we believe that growth results from jointly identifying and pursuing positive and sustainable goals. We specialize in ‘emotive’, because we think business should be more human. Although most CEO's know that their brand is vital to success, many forget to apply an inspiring social process to bring out, define and cultivate the identity, so it can touch people’s and steer their behaviour in a positive way.  




Brands are associative networks of meanings. They add value to products, services, and organizations by touching people’s hearts and minds. What if brand owners do not have one, but several brands? One brand is complicated enough. Even so, most organisations have a portfolio full of brands, sub brands, product brands and names. Sometimes originated from mergers and acquisitions, sometimes from innovations. We help defining a structure and strategy for deliberate management of brand portfolios that can support the performance of organisations.