BRANDcraft SUCCESS FACTORS

“As far as we can discern, the sole purpose of human existence is to kindle a light in the darkness of mere being ”: Carl Jung

Making the impossible happen

A rich man decided to leave his camels to his three children upon his death. He had promised half his camels to his first son, a third to his second son and one ninth to his third son.  When he died he had 17 camels.  The brothers argued among themselves and said “how do we divide the camels between us. 17 is not divisible by 2, it isn’t divisible by 3 and it is not divisible by 9!”.


After a month of squabbling they decided to ask a wise old woman from the next village.  She told them “I do not know how you can divide 17 camels thus between you, but if it helps I will give you my camel”.


The three brothers were delighted.  They had 18 camels to which 9 would go to the first son, 6 to the second son and 2 to the third one.  They then realised they had a camel left over which they gave back to the wise old woman!


Being able to take a different perspective can yield unexpected results. Using visualisation techniques in qualitative research can move customers from telling us why something is impossible to telling how it is possible.


With the benefits of insights and internal knowledge, we can adopt the perceptual positions of the customers in our planning, play out the role of our competitors and see things in a detached way.


With breakthrough psychology  we can achieve more than we could imagine.

Making the impossible happen

Changing Behaviour

The Brand

The impossibleBehaviourBrand

Crafting the brand to create an emotional and motivational appeal

We need to create the right conditions for change then press the right buttons

The impossible is not always impossible, it can just seem that way