Theory of change (TOC) of BR-ND People

Why this matters

We help organizations unlock human motivation to build brands and cultures that care, connect, and contribute. This theory of change shows how we move from insight to impact.

Inputs: empathy, evidence, and energy

• Deep human insight into hidden drives and motivations

• The 23plusone method for emotive dynamics and a shared language of values Explore 23plusone

• Client commitment, stakeholder access, and co-ownership

• BR-ND People expertise across strategy, brand design, culture, and behavior change

Activities: co-create and catalyze

• Co-creation with clients, employees, and stakeholders to define purpose, principles, and promises See collaboration

• Translation of insights into living expressions, rituals, and behaviors across brand and culture See expressions

• Capability building through workshops, playbooks, and coaching

• Pilot and iterate with measurable experiments

• Internal alignment and governance to sustain change

Outputs: tangible moves and meaningful markers

• Purpose and value architecture grounded in human drives

• Signature brand system and storytelling that invite participation

• Culture codes, rituals, and behavior frameworks teams can use daily

• Toolkits, training, and roadmaps to scale adoption

• Measurement baselines for brand, culture, and behavior

Outcomes: near-term shifts that signal momentum

• Shared language and alignment across teams

• Stronger emotional relevance and distinctiveness of the brand

• Higher engagement in desired behaviors and rituals

• Better collaboration across functions and partners

Impact: what good looks like when it compounds

• Positive culture and attractive branding that earn trust and loyalty

• Meaningful brands that resonate emotionally See brands

• Contribution to human happiness and planetary health through choices, products, and policies

• A reinforcing loop where culture fuels brand and brand fuels culture

Assumptions: what must be true

• People are motivated by values that can be named, shared, and designed for

• Leadership sponsors the work and models the behaviors

• Change sticks when teams co-create and own the practices

• Small, visible wins build credibility and unlock larger shifts

Risks and how we reduce them

• Misalignment across leaders → early alignment sessions and clear decision rights

• Change fatigue → phased roadmaps, meaningful rituals, and rest points

• Insight without action → design sprints that turn insight into pilots within weeks

Indicators: how we learn and adapt

• Brand: distinctiveness, consideration, and emotional association scores

• Culture: engagement, psychological safety, and value-behavior fit

• Behavior: adoption and frequency of target behaviors and rituals

• Business: retention, advocacy, win rates, and sustainable growth signals

• Planet and people: contribution metrics tied to material impacts

Feedback loops: keep the system alive

• Quarterly sensemaking to review data, stories, and signals

• Update rituals, expressions, and training based on what works

• Share wins and learnings to widen participation and pride

One-line summary

From human drives to daily behaviors, we co-create brands and cultures that people love and that the planet can live with.