Currently over 3,400 brands have been mapped. These include B2B and B2C global brands as well as smaller local brands from across the world.

This means a spectrum of brands are mapped from good to bad. Reflecting those brands that communicate well and invest heavily in marketing and those who don't.

A database gained from mapping 1000's of brands across several years. See the Imperial College London research here.

All of the above, it depends how it's used. Brand Palette is a unique tool that:

• Helps you learn and develop your skill to map a brand's emotional palette through a process of embodied awareness. Once learnt you can decode a brand's visual language into 60 embodied emotions. Each feeling (or motivating need) is described fully through definitions, but also critically, through a database of real brand images.

• Provides teams across a business and their agencies with a shared language with which to describe the 'feelings' they want their brands to trigger in people.

• Creatively improves the effectiveness of a brand's design and communication by:

  • helping brands to express emotionally what they want to say logically.

  • building deeper emotional connection and richer brand narratives that relate to the complex and sometimes opposing needs people feel.

• Creates a framework, or Competitive Emotional DNA Brand Map, with which to position one brand against its competition.

• Can be used by both agencies and organizations to strategically develop and manage their brand's position in the market across campaigns, literature and websites.

Yes. Once you've learnt to identify each of the 60 embodied emotions, you can map brands into your own private database.

The data is mapped and calibrated by individuals trained in embodied awareness, also known as mindfulness and then checked with 100's of brand's marketing teams.

Embodied awareness means to be aware of one’s body and the interplay between our thoughts, emotions, and behaviors (Cognitive Triangle) based on external stimuli. In this case being aware of the affect communication has on how it makes us feel, think and behave.

Just as a sommelier is an expert at identifying the elements within a glass of wine, so you will learn (by developing your skills in embodied awareness) to tune into the elements within a brand's visual design. You will then master the skill of identifying the complex blend of feelings and needs that lie at the heart of any piece of branded communication.

We do not map how it makes someone feel, as this can change based on their mood or biases. What we map are the raw ingredients present within a piece of communication that can affect how someone feels.

This is first and foremost a training tool designed to help people identify the 60 embodied emotions within a brand's look and feel – its graphic visual language. Not a database to record every piece of branded communication. Therefore, the content chosen tries to reflect the brand while also drawing upon the range of executions.

We don't map every aspect or piece of a brand's communication. We focus mainly on website, campaigns, and literature. Equally because of the number of brands, the database is updated on a rolling basis.