The most important context is audience mindset.

Brandformology; what moves people moves brands.

At the core of human nature is the need for love and acceptance as affirmations of our true self. This need for validation compels our spirituality, families, friendships, relationships, actions and buying decisions too. It extends to the other passions and pursuits that affirm our ego and reflect back on us the image we hold of ourselves. These reflections may be thought of as 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 constant pursuit of nurturing acceptance.

Brandformology suggests that the essence of a brand and the personality traits we use to define it are represented by its Ego-energy. Properly stimulated, it materializes as a series of validating moments of engagement, increasing brand value and relevance that helps brands thrive in this deeply connected world. This approach 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.