What if the secret to your brand's success lies in the precise balance between rational and emotional values? This riveting conversation unpacks just that! We examine the power of rational values and how they contribute to brand personality, and use everyday examples, from Dr Martens' industrial durability to Team Sky's relentless marginal gains, to illustrate their role in creating distinction. You'll grasp the importance of these values in shaping consumer thought patterns and driving the 'addiction to need.'

But what about the heart? That's where emotional values step in. We shine a light on the allure of emotional values and their role in stirring the 'addiction to want.' Tune in to hear about our work with the Scout movement and Bear Grylls, where we crafted emotional values that equip, educate, and empower. You'll also learn from brands like Dove, which leverage emotional values like body positivity and inclusivity to create a powerful emotional difference. This is a conversation that links the heart and mind in branding — a thoughtful exploration you won't want to miss.