That ethereal feeling we have when things affect us is triggered by visual, cultural, emotional, and spiritual cues. Insights into these non-quantifiable measures must be recognized and leveraged to increase brand effectiveness.

Our emotions drive us to take action to follow our hearts. By understanding the complexity and convergence of needs, desires, and context, we inform a brand and present it in a relevant and notable manner to heighten emotion, strengthen connections, and make people care.

By its nature, marketing is more science than art. It is an informed and logical process of trial and error that draws from a foundational set of rules and principles. It is about creating a statement that is objective and carries a concrete message that prompts someone to act, not simply react.