During most of my marketing career, I believed the measure for success to be market-share and bottom-line. Recent global developments have faded this belief and new perspectives on business are emerging. In summary, my conviction is that shareholder value has to shift from a 'finance' to an 'emotive' orientation.

Last week I was at the Miele Catwalk event where we were welcomed by a couple of beautiful girls dressed in extravagant costumes. They reminded me of the many times that I performed as a showgirl at big, luxurious corporate parties. Before I became a ‘Doctor’ in the area of branding, I used to spend at least 12 to 20 hours a week dancing and singing at Diana Meijer ShowBizz Academy.

A while ago, I was invited to meet the business owners of a very successful company. They were discussing whether or not to introduce a new brand. And they asked me, the expert on brand portfolio strategy, if I could help. Was my ego touched? Yes. Did it feel good? Not really. Why not? That’s not easy to define.

So many organizations forget to effectively use the power of symbolism and rituals to connect and engage people in their hearts. At best such organizations identify themselves with a corporate name and logo.

In May 1913, Igor Stravinsky launched The Rite of Spring (Original Title: Le sacre du printemps). Now regarded as one of Stravinsky's most beautiful works, this ballet initially triggered harsh criticism and negative reactions. Watch this fMRI scan to enjoy the music, while seeing how it riots in our brain.

Last week, 8 to 12 August, BR-ND hosted the Supconference 3D 2011. The what? An Unconference during which participants* Dreamed, Dared and Designed (3D) as well as learned the art of Stand Up Paddling (Sup). In between, we brained. A lot. 

With a bit of imagination, a growing choir of branding moralists is singing a new sweet song of  social empathy, from greed to generosity and the economy of the gift.

The Kiki Bouba experiment was first conducted on the island of Tenerife, by Wolfgang Köhler in 1929. He showed forms similar to those shown above, and found a strong preference to pair the jagged shape with the word Takete and the rounded shape with the word Baluba.

From 8 til 12 August BR-ND organizes the SupConference 3D about branding 3.0. Purpose of the week is to triple D (dream, dare and design) a new portfolio of services to better connect people with organizations through emotive meaning.

Ever been to San Francisco? BR-ND made a trip to the US last week and ended in this wonderful city. Oh how much we enjoyed the sun and the lovely sea breeze, Fishermans Wharf, Little Italy, Chinatown, Banana Republic, Niketown, the hottest sushi bar, and yes, even the hop on hop off bus taking us over the Golden Gate bridge and right back!

Letsheal.org is an Amsterdam based independent non-profit organization aimed at providing insights in how to transform brands into meaningful prosocial brands.

On Saturday 21st of May, BR-ND's branding diva Kim Cramer exposed herself to fMRI brain scanning.

Two bright rookies entered BR-ND's Brandlab to kick process' and tools' ass

Something is changing. I dream about it. I feel it. I see it around me. And it is powerful. It is powerful because it comes from many. Because it grows. And because influential people and organizations are embracing it. The concept?

Our 'Create Brand Appeal' publication in ADMAP Januari 2011 edition. 

At BR-ND, design is always part of what we do.  We see it as an essential element in our entire strategy and identity process. 

Corporate naming, brand naming, sub brand naming, proposition naming, product naming, category naming, naming structures, verbal analyses and inspiration, brand architecture, brand descriptors, brand statements and taglines, brand essence, verbalization of visions and mission, brand passports. You name it, we name it.

Last week, someone showed me a short movie called 'Words'. Produced by Everynone, it has been finding its way through social media to reach many people and i'm not suprised if they are all as touched as I was when I first saw it.

Brand Appeal is about the attraction one feels for ... a brand. Almost like the butterflies in your stomach when in love! But how best to measure such feelings? BR-ND's Lab currently explores implicit attitudinal measures. Below you find links to discover your love for various car brands.