Finding a “why” that connects a brand and its consumers .
A science-based path to mindset for your brand
What Can or Should My Brand Stand For?
Everyone is aware that a brand is more than just product performance. And that’s why everyone is looking for Purpose. A mission. The mysterious “Why?” everything starts with. But what is the correct solution? Fortunately, there is science. In this case, psychology, which has long known the basis on which people make decisions. This also applies to purchasing and branding decisions.
The Science Behind Successful Positioning
When it comes to finding out (or possibly even influencing) how decisions are made, the concept of “subjective theory” helps. Subjective theory refers to the basis for decision-making in a particular area of life, shaped by life experience and culture. We call it “Geisteshaltung”. Finding the right one, by the way, doesn’t require a charismatic guru or a workshop or brainstorming session. With the so-called “Struktur-Lege-Analysis” a proven method is available to extract the connecting Geisteshaltung from qualitative statements.
A State of Mind Is More Than Just a Well-Intentioned Phrase
The mindsets we identify have a practical use: They establish the psychological link between brand and consumer. Because they use the customers’ inner world view. The result: consumers can identify with the brand in a flash – regardless of all the product features.
This makes a mindset the indispensable center of any successful positioning.