Knowing that the majority of people worldwide would not care if 73% of brands disappeared tomorrow, the days are over when brands just needed to build functional brand awareness in order to grow. We embed contemporary brand thinking in helping our clients develop stronger brands, taking a more deliberate consumer-centric rather than a brand-centric perspective. We go beyond functional brand awareness, capturing consumers’ emotions towards brands by using implicit methods and understanding the extent to which brands tap into consumer insights. We help our clients touch the soul of consumers, knowing that consumers’ identification with brands is the strongest predictor of brand leverage. With today’s consumers being a highly powerful global marketing machine themselves, we embed consumer brand-related actions as critical KPIs to understand and grow brand health.