The most important context is audience mindset.

What moves people moves brands.

Culture is digital, it’s entrepreneurial, it’s critical and searching for truth, meaning and connection. Properly stimulated, your brand materializes as a series of validating moments of engagement. This drives relevance and increases brand value across the paid, owned and earned media landscape.

Brandforming requires a willingness to think of your brand as both bestowing and seeking validation — moments of truth that reflect positively on the consumer and brand alike. These experiences head for the heart, supplying brands with the flexibility and aspirational qualities needed to flourish in communities of engagement.

At the core of human nature is the need for love and acceptance. Affirmations of our true self. This need for validation compels our buying decisions and extends to the other passions and pursuits that affirm our ego. These choices reflect back on us the image we hold of ourselves. We are in a constant state of energy exchange with the world around us. We create this Ego-energy at the same time we consume it in our pursuit of nurturing acceptance.