Learn more about BRAVE. Expectations have skyrocketed. We’ve all become programmed to want more and do less. That’s why we developed brave™. Five thought-provoking steps to help you stay human in an increasingly alien world. We believe if brands simply reflect the way humans think and behave, they’ll do better and matter more.

1. brave™
Human thinking for a digital world.

2. Strong brands make life simpler.
Strong brands are brave™.

3. We now live in the age of the unreasonable consumer.

4. A new generation of companies has taught us
that the old rules we used to consider reasonable
no longer apply. We’ve become programmed to
want more and do less.

5. Expectations have changed.

6. • Amazon changed our expectation of shopping
• PayPal changed our expectation of payment
• Facebook changed our expectation of communication
• Netflix changed our expectation of TV
• Uber changed our expectation of taxis

7. The boundaries have blurred –
there will be winners and losers.

8. • Sony missed MP3
• Nokia missed smartphones
• Borders missed online
• Kodak missed ecommerce
• Blockbuster missed streaming

9. Digital transformation appears to be the
common thread.

10. • Capability is built through technology
• Technology drives innovation
• Innovation fuels operational advantage
• Advantage kills competition

11. So expectations have changed – but basic human
motivations haven’t.

12. brave™ is designed to help brands stay human
in an increasingly alien world.

13. However scary it feels, it pays to be brave™.

14. In five key areas we can test your bravery
• If you’re Bold you’ll be disruptive
• If you’re Relevant you’ll be interesting
• If you’re A player you’ll be buyable
• If you’re Visible you’ll get noticed
• If you’re Easy you’ll make a sale

15. brave™ will help you stay relevant in the age of
the unreasonable consumer.

16. brave™.
Human thinking for a digital world.