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The Seductive Power of Design
April Greiman, the esteemed designer and professor at USC Rossi School of Art and Design,…
Emotional Granularity and the Need for a Shared Language
Emotional Granularity refers to the ability to identify and describe emotions with a high degree of…
Have WPP found the right blend of feelings in their design language to affectively tell their story?
WPPÂ like every brand, wants to say they are many things. In their case being: “The…
The hidden ingredient in sports brands
Sport is a way of life. It requires devotion and commitment every single day and involves many facets that go…
What does your profile picture say about you?
At RADNB we love to find patterns of ‘feeling tones’ within brands. Identifying the blends…
Introducing the Shapeshifter Archetype
The Shapeshifter or Trickster archetype, is used by brands like Squarespace or Confused.com to blend the fear of the…
Having mapped almost 3000 brands, what’s fascinating but at the same time shocked me most by its simplicity is …
some brands just make you feel good! You enjoy mapping their communication. Experiencing a string…
After several years of work with Imperial College London, our research on archetypes and mapping how brands make people feel, has just been published
Exploring the changing role of brand archetypes in customer-brand relationships: Why try to be a…
Like a sommelier or perfumer there is a skill and art to discerning the myriad ingredients within an apparently singular brand.
Just as a sommelier tunes into the elements within a glass of wine, so we…
