Pierre Gasly, Formula 1 racing driver and winner of the 2020 Italian Grand Prix, has an important lesson to share with the branding community.

schedule a call share it if you like it Share on linkedin Share on facebook Share on twitter Share on email commerce, conscience, culture, and control – the four dimensions of societal relevance a while back, I came across a tweet by Business Insider about the three key dimensions of...

schedule a call share it if you like it Share on linkedin Share on facebook Share on twitter Share on email listening to your heart is more scientific than you think  science is not static. what we know today may be obsolete tomorrow. our innate curiosity and healthy skeptical side...

don’t be your worst enemy. stop diluting your brand. most psychology experts would probably tell you that you are your worst enemy. that you are the biggest obstacle standing in your own way. knowing yourself usually helps to avoid falling into the easy traps. well, guess what. it’s the same...

schedule a call share it if you like it Share on linkedin Share on facebook Share on twitter Share on email defining “culture” with Geert Hofstede one of the key aspects we focus on at the make sense academy is cross-cultural communication. being expats ourselves and having traveled quite a...

after fat cats, here's another creature of the corporate fauna to be aware of, and to be prepared for: HiPPO's. in this case, HiPPO is an acronym standing for "highest paid personal opinion".

when it comes to emotions, opinions, preferences and many other things, they are matters of perspective. most of our thoughts are relative to who we are, where we are, where we come from or grew up. and it is by exposing them to different perspectives that we can better understand...

no language is better than any other. just like no culture is better than the other. they are different, value different things, structure things differently. they all have their own logic and weirdness. and it is by comparing them that those become obvious, and that you can get to better...

schedule a call share it if you like it Share on linkedin Share on facebook Share on twitter Share on email don’t invite the fat cat in instead, focus on what really matters for your brand and leave the rest aside. here’s a question for you: does your brand suffer...

in this overwhelming world where everyone seems to be shouting for attention, softer and more intimate can be welcome. no need to shout if you build a message that is actually welcomed or content that actually matters…

The time has come to rethink the way we try to understand other fellow humans for our branding and marketing pursuits. Clinical market research methods are hurting your brand presence more than you think. Go deeper into why these research methods won't help you, and find out what will by...

we tend to over-index on words. there are more human and universal ways to communicate what we mean, but many marketing professionals tend to overlook them much too often.

there is a big difference between being available in a different language, and having a true and deep meaning for someone who happen to have a different way of expressing themselves and looking at the world.

I just heard a story about a language that doesn't actually count any further than two. everything more than two is just "many". when you hear why, it actually makes sense.

just like when we were babies, we always filter information based on how we categorize the sender: friend or enemy.

Who thought washing powder could try to change perception and behaviors?