In the increasingly competitive world of marketing and executive leadership, success hinges not only on strategic prowess but also on the ability to deeply connect with consumers and stakeholders. While traditional approaches often prioritize cognitive analysis and rational decision-making, a growing body of research, including our own, suggests that embodying communication — tapping into our physical…

Designers, Break Free from the Screen: Embrace the Power of Movement In the digital age, designers are often tethered to their screens, their creativity confined to the boundaries of pixels and code. But what if I told you that your most groundbreaking ideas aren’t found in the pixels, but in the movements of your body?…

“Artists treat aesthetic experience as an embodied process rather than just this passive perceptual one.” Goldsmiths University London. Embodied cognition, a theory supported by a growing body of psychological and neuroscientific research, posits that our mental processes are deeply rooted in the body’s interactions with the world. Movement, therefore, is not merely a physical act but…

Design as an Embodied Process: Bridging Aesthetics and Action In the pursuit of innovation, organizations often prioritize analytical thinking and structured problem-solving methodologies. While these approaches undoubtedly have their merits, they can sometimes stifle the creative spark needed to generate breakthrough ideas. Creativity thrives in environments where experimentation, play, and embodied practices are encouraged —…

The connection between a brand and its audience is fundamentally emotional. Studies in neuromarketing have shown that consumers’ purchasing decisions are influenced more by emotions than by rational thought. As such, the emotions triggered by brands play a critical role in shaping perceptions, driving loyalty, and influencing consumer behavior. Just as teams are trained to use…

In the world of business, frustration often arises from missed opportunities and unmet expectations. A prime example of this is when a brand’s website fails to live up to the effectiveness of its top sales performer. It’s a scenario that’s all too common and deeply frustrating for CEOs and marketing leaders alike. After all, in…

Just as individuals possess a spectrum of emotions and needs, brands too need to embody a multifaceted personality. Much like a skilled salesperson adeptly adjusts their pitch to resonate with different customers, a brand must communicate with versatility and adaptability. This means recognizing that different audience segments may prioritize distinct emotional triggers and value propositions.…

April Greiman, the esteemed designer and professor at USC Rossi School of Art and Design, aptly put it, “Design must seduce, shape, and perhaps more importantly, evoke an emotional response.” At its core, design is a seductive force, capable of capturing attention, shaping perceptions, and eliciting visceral reactions. Whether through sleek minimalism or vibrant exuberance,…

Emotional Granularity refers to the ability to identify and describe emotions with a high degree of specificity and nuance. It involves recognizing subtle differences between similar emotions, such as distinguishing between “irritated” and “frustrated” or “content” and “happy.” Individuals with high emotional granularity can articulate their feelings in a more detailed and precise manner. The Importance…

At RADNB we love to find patterns of ‘feeling tones’ within brands. Identifying the blends of feelings + needs used within communication to shape and influence choice. So, just for fun, we looked to identify similar patterns within some great profile pics. Each column is a specific ‘feeling tone’ and each represents a unique set…