“The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions.” ~ Donald Calne, Neurologist
“The brain remembers the emotional components of an experience better than any other aspect.” ~ John Medina, Neuroscientist
Nobel Laureate work in the fields of behavioral economics, neuroscience, and human motivation demonstrates that decisions are impacted by both rational and emotional factors. Emotion is behind every impulse to act, while the rational brain can allow or veto that action. In order to truly and deeply understand why your customers act the way they do, you need to understand and measure emotions.
The Blake Project accelerates brand growth by helping our clients better understand how emotions drive customer behavior in their categories and making those insights actionable in their marketplace and within their organizations. Our process is uniquely designed to build and activate your customers’ emotional connection to your brand.
The World's Most Advanced Emotional Measurement Technology
After 6 years of R&D, testing over 5000 associations through nearly 1,000,000 pilot interviews, The Blake Project's BrandInsistence Emotional Measurement platform powered by Hotspex technology has been validated globally and has yielded a 0.92 correlation between predicted behaviour and actual behaviour.
The platform also measures negative emotions, a critical dimension as research has revealed that negative emotions have 3 times more impact on consumer behavior than do positive emotions. Understanding this dynamic is the first step of repositioning struggling brands, as well as helping successful brands accelerate their growth.
Our proprietary quantitative platform is being used in over 25 countries by 9 of the top 10 global advertising brands to identify their ‘RIGHT SPACE.’ This is the emotional territory specific to a brand within its category that will accelerate the creation of brand insistence.
The platform’s toolkit also enables marketers, designers, and communication agencies to build mental availability and memory structures within their brands’ intended emotional footprint or ‘RIGHT SPACE.’ In turn, this ensures the creation of brand insistence, through relentlessly consistent execution across every new product innovation, communication campaign, packaging change, and in-store activation.
Many companies are talking about emotions, but only The Blake Project's BrandInsistence Emotional Measurement platform powered by Hotspex has the ability to deepen marketers’ understanding of human motivation, while identifying the optimal emotional territory for a brand vis-à-vis competitors in its category. This is an exciting new path to creating brand insistence.