Karen McCauley

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Senior Vice President, Practice Excellence

(416) 235-0909 x104

A breakout brand needs to tap into something fundamental. It has to connect to the stories people tell themselves to add meaning to their own lives.

Our chief reason for being is to use stronger value propositions to re-ignite brands. We identify the core values a brand shares with its customers and craft strategies and activations that engage and move those customers.

I believe brands can add meaning to people’s lives. Customers’ belief systems relate to specific brand categories. But a breakout brand needs to tap into something even more fundamental. It has to connect to the stories they tell themselves to add meaning to their own lives.

Behavior, not words, is the “truth serum” that reveals a customer’s value system and identifies where we can have the greatest impact. The way human beings engage with the world reveals tensions they are navigating. Their true values emerge from the things they do to minimize those tensions.

This is a creative job. I used to resist this notion but now I accept it. It takes creative intuition to suspend disbelief, let go of preconceptions, and imagine a new future for a brand.

It’s also a scientific job. For marketing and branding, the art of revealing deep aspects of being human only becomes useful when filtered through the sciences of psychology and cultural anthropology.

Ultimately, our job is to provide our clients with the right answers not just the ones they might want to hear.