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Decoding Identity, Tensions and Needs

Humans do not live by ‘reality’, we live by our personal narratives.

That is, the stories we keep telling ourselves to create our personal realities, to create plausibility, justification, security, to attain a sense of purpose. Our personal narratives reflect our deepest needs, tensions and aspirations, but most importantly, they create MEANING.

Meaning that helps create a sense of IDENTITY.


Brand experience and communication must sync with people’s sense of identity, to be felt personally relevant and meaningful.


Brands that tap into their target audience’s Sense of Identity will directly connect with their deepest needs and tensions. People are hardwired to resolve internal tensions, to keep evolving their sense of meaning and purpose, it is our internal tensions that propel us forward, tthat make us choose the people, the products, the brands that we feel we need in our lives.


Brand that manage to do so are unbeatable.


We use Narrative Psychology to achieve just that.


Because in most markets, an estimated 80% of brands fail to achieve just that – and in China, most foreign brands today completely fail to sync with Chinese customers’ sense of identity, many are declining and becoming increasingly irrelevant.


We decode how the target audience is ‘self-programmed’, how people derive meaning from communication vis-à-vis their deepest needs, tensions and aspirations, consciously and subconsciously.


Then we continue to explore relevant Product & Brand Motivation within that context of Identity-related Needs.

That allows us, eventually, to create & sharpen your Brand Narrative & Communication, to make it emotionally sync with your target audience. To feel relevant and motivating.

Because that's what makes or breaks a brand. Nothing else.

We are one of the very few agencies in the world experienced in applying Narrative Psychology to insights and brand narrative & communication development, and the only able to do so with fully trained and experienced researchers in China.

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