Unlocking the emotional power of brands.
Hello, we’re Brand Articulations, an independent brand consultancy specializing in brand articulation and emotional brand strategy. We help our clients find the humanity behind their brands and products and turn it into meaningful and culturally relevant communications strategies. We believe strategy and data are useless unless they help you connect on deeper, more emotional levels.
We transform strategic thinking, data and consumer insights into brand emotion. We call this Emotional Strategy™.
A brand articulation is a carefully crafted set of emotional words that when agreed upon, can liberate the emotional power of your brand. We create various types of brand, product and category articulations. And while each one is different, they all begin with the same upstream process and end up in the same form: a single A4 piece of paper with a beautifully crafted set of words on it that captures the emotional potential of the collective brief. Only when these words are crafted and agreed upon can we take the next step toward crafting a coms strategy and creative brief to bring the strategy to life.
A different approach, a different structure
We believe there is a gap between traditional brand strategy and the creative brief your agency needs to create great creative expressions and experiences. We function inside this gap. Our team has many years of experience as Creative and Strategic leads of various international, creative-driven communications agencies. We work upstream with CMOs and brand teams to create research and strategy that will push people’s buttons. We then work with your agency, or our sister company and creative studio, LORE, to bring our strategies to life in the form of emotional and culturally relevant creative expression.
"Brand Articulations nailed a strategically complicated brief in a short amount of time and came up with am emotional and innovative Pan-European campaign that was hugely successful. Being scalable, they assembled a relevant team of specialists based on our brief and they nailed it. The result was one of the most innovative footwear launches we’ve ever done together with Footlocker. Brand Articulations is a lean, mean branding machine. Those guys fucking rock.
Director, Global brand communication at Nike.
"Boyd and his team at Brand Articulations were fundamental in helping us create a new positioning for our Clima technology franchise. Their background in branding, understanding of sport and the mindset of athletes helped us connect our technology with consumers on a deeper, more emotional level. The passion and dedication to the work has been outstanding. I can definitely recommend Brand Articulations for strategic brand building projects."
Director Brand Marketing, Adidas
“We have worked with Brand Articulations and Boyd in a condensed period of time on our new brand strategy. The experience was very productive, efficient and most importantly the result was spot on. Never before have we been able to connect our successful past with our ambitious future. The documents are perfectly written and crafted, not highbrow, nor complex, but relevant and useful. Our board has given a unanimous two thumbs up to their work and it will serve as a guideline for our brand’s future.”
“We worked together with Boyd and his team on our ING WB re-positioning exercise. The process involved interviewing key players within ING WB, and working with our team in order to have a deep understanding of our business and gain a clear and ownable point of differentiation from our competition. Brand Articulations aligned and interviewed our upper management and helped us get consensus at various steps during the project, which was quite helpful. Their seniority and experience in business and communications was crucial for the sharp delivery they provided us.”
Senior Communications Advisor ING Bank
"When we started working with Brand Articulations we immediately felt that Boyd and his team perfectly understood what and who we are as a company, and how we can translate this into a powerful emotional brand positioning. The result was a beautiful brand book and high quality pan-European communications campaign. Their expertise was exactly what we needed as a fast growing start-up. And last but not least we found it very pleasant working with the people at Brand Articulations and in the end that is also an important secret for success."
Marketing Director, Catawiki
This has been an important year for C&A: the redefinition of our Customer Value Proposition, delivery of a new creative communication platform, sharpening of our visual identity system & verbal branding and establishment of a truly world-class roster of creative agencies, aiming at fundamentally changing the way we reach and engage our target audience. Boyd and the Brand Articulations team have played a critical role within this strategic and creative transformation of the brand.
Europe Communications Lead, C&A
We’re situated in a 16th Century monastery in the Red Light District, Amsterdam.
We’re a band of strategic and creative minds, well versed in the international coms world, yet working upstream with brands and their stakeholders. And as our space suggests, we’re big believers in the power of brand emotion.
1012 BV Amsterdam
+31 20 2403073
+31 6 24991757
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