A research-backed framework for understanding and strengthening the depth of consumer–brand relationships — complete with a diagnostic quiz and a seven-level relationship spectrum — helping brands translate trust, shared values, and emotional connection into measurable gains in loyalty, lifetime value, and long-term growth.
How Ethical Brands Can Avoid the ‘Virtue Signaling’ Trap
How ethical brands can avoid virtue signaling by aligning action, identity, and messaging into a narrative that builds real trust rather than performative credibility.
The Four Reasons Market Research Fails to Drive Action – and What You Can Do About It
Why so much market research fails to drive change — and how researchers can translate insights into clear, actionable direction that teams actually use.
Brand Relationship: Why emotions aren’t enough in brand building.
Why emotional marketing isn’t enough — and why lasting brand growth comes from building trust-based, meaningful relationships rather than simply triggering feelings.
Why a narrative approach will transform your brand's relationship with your audience
An actionable guide to Narrative Positioning that reframes brand strategy around the consumer’s story — helping organizations identify their role as catalyst in the hero’s transformation and build positioning rooted in psychology rather than product features.
Webinar: Listening Between the Lines: The Stories Consumers Tell Bots vs. Humans
Reel: The Three Types of Insights in Market Research
Reel: How to Unstuck Your Positioning
Branding in the Narrative Economy
Start with the Story argues that brands win not by shouting louder or optimizing features, but by understanding the narrative structures that shape human decision-making. Grounded in narrative psychology, the book introduces the concept of the Narrative Economy — the idea that consumers interpret brands through the stories they are already living — and provides a practical framework for identifying the role your brand can authentically play in that story. Part philosophy, part strategy guide, it equips leaders and marketers to build positioning that resonates at the level of identity, transformation, and meaning — not just messaging.
