Brand Cause
Tension is a source of energy and something we can harness to fuel our why—our reason for being and acting, our cause.
Tension is found in every industry, market and community. Residing between what is and what could be; it's both frustration and opportunity. And when what is seems closer to what was than what could be, some of us feel the need to act.
Read MoreWe crowned the wrong ruler, content is merely the messenger, context IS the message.
Our opinions(, god or bad) about a brand, its product or service are firstly shaped by the context in which we encounter them.
We understand reason but we relate to context, that’s when something feels right(, or wrong); when we connect(, or disconnect).
Context can be described as emotional cues. These cues speak directly to our subconsciousness who translates them into ”emotional arguments” aka feelings such as: curious, intrigued, opportunistic, eager, happy, loved, safe, belong, stressed, warm, bored, skeptic. The subconscious mind will always make the initial decision, commonly known as a gut feeling.
“I can’t explain it, you have to see it for yourself!”
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