Neurobranding rethought: Standing Ovation combines insights with creative impact

From insight to impact: a new approach to brand strategy

Companies today are faced with the challenge of not only being visible, but also creating trust and maintaining long-term customer relationships. The self-image of a brand and the perception of the target group often diverge. The Zurich agency Standing Ovation has developed an innovative process that solves this problem. "From Insight to Impact" combines customer insights and neurobranding with large-language technologies to optimize brand experiences. "We link in-depth target group analyses and subconscious decision-making motives directly with our creative processes," explains Etienne Ruppen, CEO of the agency.

Neurobranding: understanding decisions on a subconscious level

Around 90 percent of all purchasing decisions are made unconsciously. This is where Standing Ovation's neurobranding comes in. "We use this knowledge and combine it with in-depth interviews, content analysis and social listening tools," says Laura Eberspächer, Head of Creation. This comprehensive analysis forms the basis for all creative implementations and ensures that brand messages are placed in an emotionally appealing and effective way. This approach enables target groups to be understood in greater depth and creative campaigns to be developed with a precise fit.

Technology meets creativity: the motif compass is the key

A central element of the new process is the specially developed Motive Compass. This tailor-made software solution integrates lifestyles, motive profiles and personas to make subconscious needs and associations visible. With the help of large language technologies, brand experiences can now be tested and optimized in real time. "Our customers have the opportunity to test brand assets and interact with personas to make their brand communication more efficient," emphasizes Thomas Volprecht, Head of Strategy.

Measurable results: More impact through data-based decisions

The "From Insight to Impact" process not only offers deeper insights into the needs of the target group, but also measurable results. Initial projects show significant improvements in ROI and brand loyalty. "We create experiences that have a long-term impact and deliver measurable value for the brand," says Michael Dancsecs, responsible for Business Development at Standing Ovation. Claudia Gambini, COO, adds: "Our new approach marks a turning point for us in the development of brand experiences and has significantly increased the creative potential of our work."

Rebranding and new online presence

The innovative process also led to a rebranding and a new website for Standing Ovation. This reflects the new approach and features a fresh design that reflects the agency's values. The implementation was largely driven by Thomas Volprecht and Laura Eberspächer, who successfully implemented the process in July 2024 after 18 months of development.

This article originally appeared on markt-kom.com - https://www.markt-kom.com/de/markom/neurobranding-neu-gedacht-standing-ovation-verbindet-insights-mit-kreativem-impact/